Home / Facebook / “the verge” : Uber appears to be interest-targeting Facebook ads to people who like the ACLU

“the verge” : Uber appears to be interest-targeting Facebook ads to people who like the ACLU

referring to

Uber drivers continued making normal pick-ups during that hour and Uber announced half an hour later that surge pricing had been turned off at JFK.
That memo has also been published to Facebook, and Uber appears to have used Facebook’s interest-targeting tool to serve it with a preference for users who have expressed an interest in the ACLU.
However, interest-targeting parameters are not publicly visible on Twitter, so The Verge cannot determine how the ad is being served.
Targeting the ads by city would probably have been nearly as effective without being anywhere close to as embarrassing.
So it is, further, not surprising to see Uber using Lyft’s own tactic to try to claw back some ground.

according to

Facebook launches a marketing mix modeling portal for comparing Facebook ads to TV, print & more

Facebook launches a marketing mix modeling portal for comparing Facebook ads to TV, print & more

Perhaps most notably, Facebook also launched a Marketing Mix Modeling (MMM) portal online, where measurement partners can gather data directly from Facebook, Instagram and the Audience Network for their clients.
When its integrations are finalized, Facebook will have a total of 24 global third-party measurement partners available to advertisers.
Here, they’ll be able to compare which ads – including TV, digital and print – are best helping them reach their desired outcomes.
Those partners have been integrating with Facebook in order to measure things like the impression, reach, performance and other metrics advertisers care about.
Several partners, including comScore, Ad Science and Moat, can also now provide metrics on when display ads enter and appear on the Facebook screen, thanks to finalized integrations that were first announced this November.

according to

Uber targeted Facebook ads at people interested in the ACLU

Uber targeted Facebook ads at people interested in the ACLU

Among the types of Facebook users who were most likely to see that post?
You guys really are pathetic @Uber pic.twitter.com/mxXU1LO8cu — Eric Beard (@BeardEric) January 30, 2017Common Goal co-founder Eric Beard received a sponsored ad in his Facebook timeline from Uber.
Beard said he had visited the ACLU website recently and made a donation, and he also likes the ACLU page on Facebook.
The ad was targeted at “people interested in American Civil Liberties Union,” according to Facebook.
Why are you mad — Mazin Melegy (@mazinmelegy) January 30, 2017Kalanick’s Facebook post noted that Uber has already reached out to the “dozen or so” employees affected by the immigration ban.

collected by :Roy Mark

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