Behavioral Targeting For Facebook

Think of Facebook’s Sponsored Stories, which debuted in January, as a new form of behavioral targeting. Not the type that drops a cookie in a Web browser and then an ad network matches the information in the cookie with an advertisement — but rather, targeting based on social signals that identify behavior. So, if Sony buys a Sponsored Story ad and a user checks in or “like” (s) the brand, the status update will run in the user’s news feed, and again as a paid display ad for the brand.