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December 2, 2016 06:00 pm

Facebook Knows What You're Streaming

Facebook is gathering information about the shows Roku and Apple TV owners are streaming. The company then uses the Facebook profile linked to the same IP addresses to tailor the commercials that are shown to individual users. From a report on Bloomberg: For the past few weeks, the social network says, it's been targeting ads to people streaming certain shows on their Roku or Apple TV set-top boxes. It customizes commercials based on the Facebook profiles tied to the IP addresses doing the streaming, according to a company spokesman. He says Facebook is trying out this approach with the A&E network (The Killing, Duck Dynasty) and streaming startup Tubi TV, selecting free test ads for nonprofits or its own products along with a handful of name brands. This push is part of a broader effort by social media companies to build their revenue with ads on video. Twitter is placing much of its ad-sales hopes on streaming partnerships with sports leagues and other content providers. In October, CFO Anthony Noto told analysts on an earnings call that the ads played during Twitter's NFL Thursday Night Football streaming exclusives had been especially successful, with many people watching them in their entirety with the sound turned on. The participants in these partnerships don't yet have a default answer to questions such as who should be responsible for selling the ads or who should get which slice of revenue.

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