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Facebook ad feature claims to predict user’s future behaviour

(Web Desk) – Facebook has been criticised for hiding an advertising product that claims to be able to predict users’ future behaviours and target messages at them in an attempt to alter those behaviours.

The product, named “loyalty prediction” by Facebook, is part of a suite of capabilities enabled by a machine learning-powered tool called FBLearner Flow. That tool was publicly introduced in 2016, but the advertising techniques it enables were only revealed in a pitch document leaked to the Intercept.

The document, according to the Intercept, describes Facebook’s ability to use its vast amount of personal data to identify individual users who are “at risk” of changing to competitors’ products, and then target them with advertising at the moment they would be about to switch.

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