Home  › Social › Social Media
facebookapps

New Facebook Rules for In-App Ads

  |  December 28, 2010   |  Comments

Social network omits Google's AdSense and SocialVibe's network, which runs ads in FarmVille.

Facebook said it will only permit developers to monetize their applications using ads from third-party networks it pre-approves. The move is designed to give Facebook the ability to more closely control advertiser content that users are exposed to through the site.

The social network has introduced a list of ad providers that have agreed to its Platform Terms for Advertising Providers, which other ad networks must agree to before running ads in applications on the site.

"Developers must only use services from companies that appear on this list, any other provider is prohibited," the company said, adding, "We hope that by providing this list of companies that have acknowledged their commitment to advertising quality that we can all foster a better user experience."

To date, the list of 14 approved providers includes RockYou, Underdog Media, and Tapjoy. Interestingly it currently omits Google's AdSense and SocialVibe's network, which runs ads alongside popular Zynga games including FarmVille and Café World.

Those networks must agree to the advertiser terms to continue serving ads into applications, Facebook implied. Since the terms have only just been introduced, however, it's unclear when or if Facebook will begin enforcing the requirements. At present ads from SocialVibe are still appearing in FarmVille, for example, despite the fact the network is not yet an approved provider.

Facebook has faced criticism this past year for allowing applications to transmit user data to other third parties and advertising partners. The new terms suggest the company is hoping to keep closer tabs on the way its users' data is being used.

The company attracted the attention of U.S. regulators earlier this year when news emerged that users' Facebook IDs were being transmitted to advertisers through various applications.

The terms now appear to expressly prohibit the transfer of that type of data, requiring an approved ad provider to ensure that "it does not use any data received (directly or indirectly) from Facebook. The Advertising Provider further certifies that it does not possess any data obtained from Facebook, including user data, Facebook User IDs or usernames, and agrees to prevent the receipt of such data in the future."

Tags:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...