Facebook is testing a new piece of code to enable mouse tracking on the social network, aiming to serve even more specific adverts for each of their members. Ken Rudin, head of the analytics at Facebook, told to the Wall Street Journal.
The team of Mark Zuckerberg has long studied the behavior of its users, by analyzing the “Like”, “Share” buttons’ activities, comments and clicks made on the pages, so as to send targeted advertising based on your tastes. Soon, it would go further by introducing a new measure to precisely monitor the way in which each user moves the mouse and the pages that he clicks. The collected data will be added to the huge amount of data that Facebook collects some time.
Rudin said that trials has yet to be carried out on a large scale, and it’s not yet known if the information obtained by tracing the cursor will be relevant or not. If Facebook were to find good results in the future and implement this methodology on its network, there may still be concerns on the part of the defenders of privacy. However, the group — as of now – reassures, “We don’t share this information with anyone outside of Facebook and don’t intend to use this information to tailor advertising crop.”
As pointed out by the Wall Street Journal, such a type of tracking is still rare on the Internet: for example, Shutterstock has implemented it and uses the open source Hadoop framework to analyze data on how and where netizens surfing on your site, move the mouse cursor and how long it takes before making a purchase. Even Facebook uses Hadoop, a framework designed to store large amounts of data over clusters of inexpensive cars. It’s estimated the social network has accumulated about more than 300 petabytes of information about their users in recent years.
In any case, we will find more about such methodology in a few months whether Facebook will be able to implement the tracking of the mouse cursor or not.