Facebook Wants to Help Sell Every Ad on a Web



has set out to energy all promotion opposite a Internet.

To that end, a amicable network and online promotion association pronounced Thursday it will now assistance marketers uncover ads to all users who revisit websites and applications in a Audience Network ad network. Previously Facebook usually showed ads to members of a amicable network when they visited those third-party properties.

The change is a pointed one, though it could meant Facebook will shortly assistance to sell and place a most incomparable apportionment of a video and arrangement ads that seem opposite a Internet. The change will also underline foe with Alphabet Inc.


auxiliary Google, that dominates a tellurian digital-advertising market, and a far-reaching operation of other online ad specialists.

“Publishers and app developers have some users who aren’t Facebook users. We consider we can do a improved pursuit powering those ads,” pronounced Andrew Bosworth, clamp boss of Facebook’s ads and business platform.

Facebook disclosed in Mar that about 1.65 billion people now use a site any month. According to a International Telecommunication Union, a sum of 3.17 billion people used a Internet globally in 2015.

To date, Facebook has usually showed ads opposite a Audience Network to Facebook users, targeted formed on information a association has collected about a users’ tastes and behaviors. Now Facebook skeleton to collect information about all Internet users, by “like” buttons and other pieces of formula benefaction on Web pages opposite a Internet. It will afterwards use a information it collects to aim ads to non-Facebook users.

“Our buttons and plugins send over simple information about users’ browsing sessions. For non-Facebook members, formerly we didn’t use it. Now we’ll use it to improved know how to aim those people,” Mr. Bosworth said.

For example, if a non-Facebook user visits a cooking-related website, Facebook competence establish that chairman is meddlesome in cooking and competence aim them elsewhere opposite a Web with ads for cooking-related products. One approach it will do so is by fixation tiny pieces of formula on users’ inclination called cookies, that can be used to brand them as they pierce around a Internet.

This form of tracking and ad targeting is now hackneyed online and is already being employed by a far-reaching operation of online promotion networks and ad companies to assistance marketers place ads opposite a Internet.

But Facebook thinks it can use a record and tactic some-more effectively than other online promotion companies, interjection mostly to a huge volume of information it has on a possess users. That can assistance it mark patterns in people’s behaviors and improved infer what a non-Facebook user competence be meddlesome in formed on a comparatively tiny volume of information, Mr. Bosworth said. Online advertisers infrequently impute to this tactic as “lookalike” targeting.

“Because we have a core assembly of over a billion people [on Facebook] who we do understand, we have a incomparable event than other companies regulating a same form of mechanism,” Mr. Bosworth said.

If widely used by publishers and media companies, a new underline could meant Facebook will have a palm in offered and fixation a incomparable apportionment of online ads, that could assistance it beget additional revenue. The association generated over $17 billion in ad income in 2015.

Facebook gets an vague cut of a income from ads it sells by a Audience Network. Typically, a association takes a roughly 30% share and gives a rest to publishers, according to people informed with a matter.

Some publishers competence be heedful of handing some-more of their ad sales operations to Facebook. Many already rest heavily on a amicable network to beget trade for their sites, and some now post calm directly to Facebook by Instant Articles.

Non-Facebook users will be means to opt-out of “interest-based” promotion from Facebook, a association said. Facebook members will also be means to opt-out of saying ads outward of a amicable height formed on their on-Facebook interests.

Marketers shopping promotion opposite a Facebook Audience Network will have a choice to not uncover ads to non-Facebook users if they wish, though that ad space will be enclosed by default, a association said.

Write to Jack Marshall during Jack.Marshall@wsj.com