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Facebook Casts a Wider Targeting Net With Lookalike Audiences

February 14, 2013
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Facebook has expanded its custom audience targeting feature to now include what it calls "lookalike audiences." By porting their CRM databases to Facebook, advertisers can reach their existing customers and users who share similarities with their customer base. Facebook's custom audience algorithm will now pull additional clusters of users for advertisers to target based on similar interests, demographic data or location. If the new beta feature is effective, brands will be gaining a unique insight and direct connection with Facebook users who are more likely to become customers....

 

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Facebook Being Sued Over Like Button
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You can bet Facebook doesn't like this. The social network is currently being sued for its use of the Like button, a feature which was patented by Dutch programmer Joannes Jozef Everardus van Der Meer in 1998, five years before Facebook's launch. The patents were granted as part of the functionality of Surfbook, a social diary created by Van Der Meer that allowed users to "like" each other's content. Van Der Meer has passed away. However, the patent holder — Rembrandt Social Media, LP - has chosen to seek legal action against Facebook for using the patents without permission.
 

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