Facebook has filed a patent that would make it easier to target whole families with ads by analyzing the photos they post. The new system covers an algorithm that would identify elements of photographs — like faces or other details— and cross-reference them with other data to build a profile of an entire household. Facebook earlier this year revised their algorithm, so to prioritize what their friends and family share and comment on, while de-emphasizing content from publishers and brands. Followed now by the recent launch of the Portal that included advanced face-tracking features for its “smart camera” which aimed particularly at helping people connect with children or grandchildren. It seems incidentally, that Family is going to become more of a focal point for the network.
Facebook doesn’t go into what “demographic composition” covers, however the description touts a way to hyper-target users based on household size, household member characteristics, shared interests, which household members use which electronic devices, and whether those users are Facebook members. Ultimately, it’s just another way to improve the efficiency of their targeting.
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