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Article

Title: Facebook Rethinks Tracking

Author: Vara, Vauhini Article Type: Company
Source: Wall Street Journal, v250 n133 pB4(1) Publication Date: Dec 6, 2007
  ISSN: 0193-2241
URL of Publication: http://www.wsj.com

Advertisers remain wary of utilizing Facebook's new advertising program, called Beacon, because of the backlash from users and privacy groups. Launched in November, Beacon allows Facebook to track its users' activities such as purchases on third-party websites that partner with Facebook and broadcast them to the users' friends. The backlash was because Facebook did not clearly explain how users could prevent information from being shared and did not give them a way to opt out entirely. These mistakes have been corrected, and both users and MoveOn.org Civic Action, the advocacy organization most vocal about the inappropriateness of Beacon, seem to have moved on. However, some retailers stopped using Beacon because of dissatisfaction with the way Facebook handled the program's start and because they do not want to disgruntle any customers. For example, Overstock.com Inc., a Facebook partner, stopped using Beacon and says it does not plan to start using it again until it know that Facebook users are happy with it. Beacon's success is crucial for Facebook, and is a key to its effort to increase revenue.

Companies:
Facebook Inc

Products:
Customer Satisfaction Facebook Beacon

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