TEXTO:
Advertisements starring ... you
Popular sites are trying to cash in on users’ connections
Your friends may be the most effective pitchmen. In
the latest sign that technology firms are increasingly
deploying users’ data to boost ads, Google announced
that it was changing its terms of service to allow the
[5] company to combine users’ posts, reviews and profile
photos in advertisements. Here’s how it works: a user
searching Google for, say, a date-night restaurant might
see text ads promoting a local eatery — along with a
friend’s face and review on the firm’s social network,
[10] Google+. A whopping 87% of the search giant’s $50 billion
in annual revenue comes from advertising, and Google is
betting this information will make ads clickier.
Rival Facebook has already found that pitching
products with a friend’s endorsement — a Like or positive
[15] post – makes for more powerful ads, which accounted
for most of the social network’s $5 billion in revenue last
year. Research firm eMarketer estimates that the
so-called social-ad business will be worth $9.5 billion in
U.S. sales this year. But it can be a risky business. In
[20] August, a judge approved Facebook’s settlement of a
class-action suit over employing users in ads, and the
company agreed to give them control over when they’re
recruited to promote a product. “They’re still walking a
tightrope,” explains consultant Jake Wengroff of firms
[25] trying such ads. The practice, he says, can alienate users
and open companies to privacy suits. Still, given the
potential profits in better ads, analysts say it might be a
risk worth taking. Here’s a look at what companies are
trying.
[30] TWITTER
Brands can pay to have users’ tweets amplified across
the site — with permission. Retweets essentially become
easy marketing.
GOOGLE
[35] Google’s new ads won’t show up only in search; they
could also one day appear across services such as
e-mail and maps. Users can opt out.
INSTAGRAM
Facebook’s photo-sharing site says it plans to launch
[40] ads in the next few months. It backtracked last year on
a policy that would have given advertisers access to users’
photos.
FACEBOOK
Users’ Likes and photos can appear in ads targeted to
[45] their friends. Users can opt out.
PINTEREST
The content-sharing site hasn’t said whether it will
incorporate users’ connections into the ads it recently
rolled out.
RAYMAN, Noah. Advertisements starring ... you. TIME Oct. 28, 2013. p.13.
Your friends may be the most effective pitchmen. In
the latest sign that technology firms are increasingly
deploying users’ data to boost ads, Google announced
that it was changing its terms of service to allow the
[5] company to combine users’ posts, reviews and profile
photos in advertisements. Here’s how it works: a user
searching Google for, say, a date-night restaurant might
see text ads promoting a local eatery — along with a
friend’s face and review on the firm’s social network,
[10] Google+. A whopping 87% of the search giant’s $50 billion
in annual revenue comes from advertising, and Google is
betting this information will make ads clickier.
Rival Facebook has already found that pitching
products with a friend’s endorsement — a Like or positive
[15] post – makes for more powerful ads, which accounted
for most of the social network’s $5 billion in revenue last
year. Research firm eMarketer estimates that the
so-called social-ad business will be worth $9.5 billion in
U.S. sales this year. But it can be a risky business. In
[20] August, a judge approved Facebook’s settlement of a
class-action suit over employing users in ads, and the
company agreed to give them control over when they’re
recruited to promote a product. “They’re still walking a
tightrope,” explains consultant Jake Wengroff of firms
[25] trying such ads. The practice, he says, can alienate users
and open companies to privacy suits. Still, given the
potential profits in better ads, analysts say it might be a
risk worth taking. Here’s a look at what companies are
trying.
[30] TWITTER
Brands can pay to have users’ tweets amplified across
the site — with permission. Retweets essentially become
easy marketing.
GOOGLE
[35] Google’s new ads won’t show up only in search; they
could also one day appear across services such as
e-mail and maps. Users can opt out.
INSTAGRAM
Facebook’s photo-sharing site says it plans to launch
[40] ads in the next few months. It backtracked last year on
a policy that would have given advertisers access to users’
photos.
FACEBOOK
Users’ Likes and photos can appear in ads targeted to
[45] their friends. Users can opt out.
PINTEREST
The content-sharing site hasn’t said whether it will
incorporate users’ connections into the ads it recently
rolled out.
RAYMAN, Noah. Advertisements starring ... you. TIME Oct. 28, 2013. p.13.
PINTEREST
The content-sharing site hasn’t said whether it will
incorporate users’ connections into the ads it recently
rolled out.
RAYMAN, Noah. Advertisements starring ... you. TIME Oct. 28, 2013. p.13.
According to eMarketer, the social-ad business is
