Advertisers Don’t Like Facebook’s Reactions. They Love Them | WIRED

Feeling a bit ambivalent about this aspect of Facebook's new reactions

"Advertisers have long had a pretty precise idea of who you are when they’re targeting you on Facebook—perhaps most importantly who your friends are and what you like. But Reactions offers a wider palate of emotions to put on public displayed. Facebook won’t say just yet how these Reactions will affect the ads you see in your News Feed. But just seeing how you react (React?) to their ads offers greater insight to brands that they can use to inform future campaigns. And it’s easy to imagine a future in which advertisers may very well be able to recalibrate their ad campaigns automatically based on how you’ve reacted to their ads in the past.

“It’s a breath of fresh air, it’s the right evolution,” says Chris Tuff, the executive vice president and director of business development and partnerships for ad agency 22squared. “To delegate all interactions to a thumb’s-up icon is a little ludicrous.”"

Advertisers Don’t Like Facebook’s Reactions. They Love Them | WIRED