Today at the OMMA Social in New York City, Seth Goldstein, founder of social media advertising network SocialMedia, announced a new service for advertisers called â€œFriendship Ranks.â€ The new service combines data related to peoplesâ€™ interactions on Facebook applications to generate more effectively targeted ads. Seth also formally announced â€œsocial bannersâ€, a service the company has been experimenting with over the past few months.
The â€œsocial bannersâ€ are an opt-out advertising service which resides within Facebook applications. Sound familiar? The whole Facebook beacon â€œfiascoâ€ (as it was coined by the press), was due to it being an opt-out service. SocialMedia has been able to figure out a way to display your friends within advertisements that are present on applications. Technically, theyâ€™ve also figured out a way to display a fair amount of this information outside of Facebook.
Two weeks ago while attending the Graphing Social Patterns East conference, one of the attendees approached me to show a page on SocialMedia.comâ€™s website that was able to display targeted ads to me based on information they had collected. I have included a screenshot below. Initially, I chose not to write a post on the issue because I wanted to make sure I got all the facts right.