The company said it will be able to better target non-Facebook users and serve relevant ads to them.
“Publishers and app developers have some users who are not Facebook users. We think we can do a better job powering those ads,” Andrew Bosworth, vice president of Facebook’s ads and business platform, was quoted as saying.
Facebook believes that targeted advertising can more accurately target non-members using the vast amounts of data it already has on the nearly 1.7 billion people who use the site, the report said.
The company said that “it can use that data to make inferences about the behaviour of non-members, an approach known as “lookalike” targeting”.
“…because we have a core audience of over a billion people [on Facebook] who we do understand, we have a greater opportunity than other companies using the same type of mechanism,” Bosworth added.