Facebook’s secret ‘Loyalty Prediction’ ad tool anticipates future user behavior & purchases
Powered by artificial intelligence, the Facebook ad service lets advertisers target users based on predicted behavior.
On the heels of Congress trying to determine how Facebook is managing user data, a new report from The Intercept claims the company is currently promoting a “Loyalty Prediction” ad service tool that lets advertisers target users based on predicted behaviors versus past actions.
Facebook’s predictive ad service tool will make it possible for advertisers to build campaigns beyond user demographics and preferences, instead using data that anticipates user behavior and purchases, according to a “confidential” document obtained by The Intercept.
“One slide in the document touts Facebook’s ability to ‘predict future behavior’ by allowing companies to target people on the basis of decisions they haven’t even made yet,” writes The Intercept reporter, Sam Biddle. “Facebook explains how it can comb through its entire user base of over two billion individuals and produce millions of people who are ‘at risk’ of jumping ship from one brand to a competitor.”
Knowing what we know about Facebook’s advertising model — and its ability to connect advertisers with relevant audiences — it’s a small leap for Facebook ad campaigns to go from targeting engaged users to targeting users who may be about to disengage with a brand.