Facebook's Offline Trajectories Will Help Serve Better Targeted Ads
Justin Lam — December 11, 2018 — Tech
References: buzzfeednews & engadget
Facebook's new Offline Trajectories patent indicates that the social media giant may be working on technology that can predict where a user is going next. While plenty of tech companies track user data, this new tech would analyze all previous location data to make a prediction on where a specific user may go next. Offline Trajectories will also rely on other users' location data to predict movements, especially those that a user shares a connection with.
While Offline Trajectories may sound concerning for some, Facebook will most likely use the service to better serve ads to a single user. Knowing a user's location is nothing new, but the ability to determine further movement could prove pivotal to Facebook's advertising sector and for local businesses around a given location.
Image Credit: Getty Images
While Offline Trajectories may sound concerning for some, Facebook will most likely use the service to better serve ads to a single user. Knowing a user's location is nothing new, but the ability to determine further movement could prove pivotal to Facebook's advertising sector and for local businesses around a given location.
Image Credit: Getty Images
Trend Themes
1. Predictive Location Technology - Facebook's Offline Trajectories patent reveals the potential for predictive location technology, enabling businesses to anticipate user movement and target ads accordingly.
2. Enhanced User Profiling - By analyzing all previous location data and user connections, Offline Trajectories opens up opportunities for businesses to create more accurate user profiles and tailor advertisements to individual preferences.
3. Collaborative Data Analysis - Offline Trajectories relies on other users' location data, allowing for collaborative data analysis that can help businesses identify trends and target ads to specific groups of users.
Industry Implications
1. Technology - The predictive location technology showcased in Facebook's Offline Trajectories patent presents disruptive innovation opportunities for the technology industry, particularly in the fields of data analysis and personalized advertising.
2. Advertising - Offline Trajectories has the potential to revolutionize the advertising industry by providing businesses with advanced tools to target ads based on predictive location data, improving the effectiveness of ad campaigns and generating higher ROI.
3. Retail - In the retail sector, the application of predictive location technology like Offline Trajectories can enhance customer targeting and engagement, enabling businesses to deliver location-based offers and promotions directly to consumers.
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