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Summary:

Facebook continued to crack down on ad networks this week by updating its advertising guidelines. Starting August 3, ad networks must receive authorization from Facebook to run ads that contain user data, such as names and profile pictures, the company said in a blog post. Facebook’s […]

facebook-logo Facebook continued to crack down on ad networks this week by updating its advertising guidelines. Starting August 3, ad networks must receive authorization from Facebook to run ads that contain user data, such as names and profile pictures, the company said in a blog post. Facebook’s actions were spurred by recent claims from its users that the social network was letting advertisers post pictures of them without their permission.

The social network’s new authorization policy will shake up the ecosystem of ad networks, as some may not meet Facebook’s standards and will have to change their business models or risk being suspended from the platform. Facebook already banned two ad networks, SocialReach and SocialHour, from its platform last month for posting what the company called “deceptive content” within developers’ applications. The case that sparked outrage from users was when a husband found his wife’s profile picture on an ad for a singles’ dating site. SocialReach and SocialHour had been, until they were banned, among the most popular ad networks among application developers because the companies’ tricky spam ads had higher click-through rates than other ad networks, meaning more cash went into developers’ pockets.

Facebook’s new hardliner advertising guidelines will ultimately help the ad network ecosystem become a more level playing field and push the social marketing industry in the right direction, according to Sharethrough co-founder and COO Dan Greenberg. Sharethrough, which packages and posts shareable ad videos on social sites, has already seen a boost in its business since Facebook banned SocialHour and SocialReach, he said.

Details about Facebook’s new authorization policy are still being ironed out, but AllFacebook points out that “[D]isplay advertising networks like Social Media, RockYou, Slide, Social Cash” may run into trouble with the updated guidelines. Come August 3, we’ll see who will stay on Facebook and who will go.

  1. Great piece, but make sure to add an “e” to the Guid_lines in your headline.

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  2. Carolyn Pritchard Friday, July 31, 2009

    Thanks Rick — that typo has been fixed — best, Carolyn

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  3. [...] Which Ad Networks Will Strike Out With Facebook’s Updated Ad Guidlines? [...]

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  4. Some ad networks which started on facebook have moved to the web. Adblade used to be a facebook ad network, now it is the largest ad network on the web according to compete and quantcast. There was another ad network called rockyou which I dont think made it.

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  5. [...] which includes requiring that all ads containing user data, such as names and profile picture, be approved by the social network. While Facebook explained in a blog post last week the impetus behind the stricter policies, it has [...]

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  6. [...] really Loves AT&T! Cool iPhone RSS aggregator! Do your share your web content like this? Facebook new Ad Policy protects you. TV Anywhere – Bandwidth Caps – Bandwidth Availability? Who is worth more Twitter Users [...]

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  7. [...] more: Which Ad Networks Will Strike Out With Facebook's Updated Ad … AKPC_IDS += [...]

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  8. [...] billion photos on its serve — enough pictures to wrap around the Earth seven times. But while Facebook has gotten in trouble with users regarding the privacy of their photos, people on DailyBooth don’t mind sharing photos of [...]

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  9. [...] Martinez | Monday, October 5, 2009 | 2:44 PM PT | 0 comments In its first big move to implement the stricter ad guidelines it introduced this summer, Facebook recently suspended applications that served advertisements with [...]

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  10. [...] by rbwatson1 on October 6, 2009   In its first big move to implement the stricter ad guidelines it introduced this summer, Facebook recently suspended applications that served advertisements with [...]

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  11. [...] Cracks Down on Devs, Suspends Apps Over Bad Ads   In its first big move to implement the stricter ad guidelines it introduced this summer, Facebook recently suspended applications that served advertisements with [...]

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  12. [...] for Facebook Connect was derived from Beacon and is now implemented on over 15,000 web sites. And despite a snag this summer with spammy advertising networks, Facebook’s image has healed since the Beacon fiasco. The social network’s audience has [...]

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  13. [...] with Beacon. This summer, people expressed widespread concern on the web over questions of whether Facebook gave user data to third-party ad networks. Though Facebook is nearing its fifth birthday, it seems the social network still hasn’t been [...]

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