All these privacy flaps have not diminished
advertiser interest. Facebook serves ads on each
user’s home page and on the sidebars of user
profiles. In addition to an image and headline from
the advertiser, Facebook ads include the names of
any user’s friends who have clicked on a button indicating
they like the brand or ad. A Nielsen Co. study
found that including information about individuals a
person knows in an ad boosted recall of the ad by 68
percent and doubled awareness of a brand’s message.
To determine what ads to serve to particular people,
Facebook abstracts profile information into keywords,
and advertisers match ads to those keywords.
No individual data is shared with any advertiser.