Facebook And CareerBuilder Collaborate On Targeted Ads - With Users' Permission, Of Course
This story was written by David Kaplan.
Could be another blow to newspapers' classified revenues: CareerBuilder and Facebook are working together to create campaigns for recruiters across the social net site's user profile pages, Reuters reported. The two didn't disclose the details of the arrangement, such as how much their expect to earn and share from the targeted ad program. They also didn't reveal how much CareerBuilder will spend to promote it. While a CareerBuilder app was available for placement before on Facebook, this deal represents a more active partnership on the part of both to serve ads to Facebook members. Separately, Facebook declined to say whether it would strike a similar deal with CareerBuilder rival Monster.com.
The CareerBuilder ads will be aimed at recent college grads, who are viewed as harder to reach through traditional channels such as newspaper job ads, even online ones. Furthermore, recruiters have demanded a greater level of targeting on job sites like CareerBuilder, the largest of the sites and jointly owned by newspaper publishers Gannett (NYSE: GCI) Company, The McClatchy Company (NYSE: MNI) and the Tribune Company (Microsoft (NSDQ: MSFT) also has a 4 percent stake; it's also an investor in Facebook). Users will be able to place the CareerBuilder app either on the side of the Facebook site, or under their activity feed or they can pass a notice along to their network of friends. By clicking an ad, users will be redirected to CareerBuilder's page. And with memories of the Beacon debacle still strongly present, Facebook insisted that it won't be inserting the ads without users' permission first.
By David Kaplan