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Article

Title: Can You Trust Your Social Network?

Author: Perez, Juan Carlos Article Type: Product Analysis
Source: PC World, v26 n2 p22(1) Publication Date: Feb 2008
  ISSN: 0737-8939
  Illustrations: Screen Layouts
URL of Publication: http://www.pcworld.com

The launch of Facebook's Beacon ad service in November 2007 raised privacy concerns among users of social networking sites. User actions on some of Facebook's site partners like Blockbuster and Fandango are tracked by Beacon, which then informs the actions to the user's Facebook buddies. Social ads are a unique and effective advertising channel, according to Facebook, because they capitalize on the relationships between users. However, many Facebook members raised issue over Beacon, saying they find it hard to understand and opt out of. One user experienced firsthand the disadvantage of Beacon when the user bought an engagement ring and the person's Facebook buddies found out about the purchase before the user could propose. The benefit of programs like Beacon is that they provide better means to go after potential customers. For example, a user who is searching for a specific brand of car on the Internet could be sent an ad informing the person the closest dealership for that particular car and the latest deals. Facebook has modified Beacon two times. First was to make the operation of the program more understandable to users, and the second was to add a functionality that allows users to opt out of the program. Despite the changes, privacy issues remain.

Special Features: Screen Layouts

Companies:
Facebook Inc Fandango Inc

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