FACEBOOK is trying to make it easier for its advertisers to target whole families by analysing the photographs they post online.
The tech giant has filed a patent application for an algorithm which identifies particular elements of snaps – like faces – and cross-reference them with other data to build a household profile.
Facebook can already analyse lots of information to tell who lives under the same roof by checking the relationships people list on their profiles.
It can also check whether people list the same last names or locations or share the same life events or event check-ins
However, the system described in the new patent would involve an even more sophisticated level of data mining, reports The Verge.com.
It would cross-reference details from tagged photos, descriptions, the poster’s IP address and the list of Facebook users using that same address.
The technology would give Facebook all sorts of household and demographic information, such as age, socioeconomic data, gender and location – all of which are vital to advertisers.
The patent, titled ‘Predicting household demographics based on image data,’ was filed on May 10th but was only made public on Thursday.
“For example, a trained image analysis model identifies each individual depicted in the photos of the user, a trained text analysis model derives household member relationship information from the user’s profile data and tags associated with the photos,” the patent states.
How does the new algorithm work?
In one example, Facebook describes a male user who posts multiple pictures of two female subjects who appear repeatedly in either pictures he posts or pictures friends tag him in.
One of them is a picture of a single young girl, with the description “my angel.”
The system could deduce that there are three people in his household, one male and two female, and that the female members are probably his wife and daughter.
That would let advertisers target that user using those demographic characteristics — even if he didn’t explicitly list relationships with his wife and daughter, or if the wife and daughter aren’t on Facebook at all.
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“The online system uses the predictions to build more information about the user and his/her household in the online system, and provide improved and targeted content delivery to the user and the user’s household.”
The algorithm is able to deduce granular information like how many people are tagged in a photo, who they are and how often these people appear in the same photo together.
It also looks at tags to determine family relationships, giving the example of a photo that includes the hashtags family, Christmas, husband, wife, mum, or children.
Link
https://textbacklinkexchanges.com/controversial-facebook-patent-would-use-family-photos-to-work-out-who-you-live-with-to-sell-ads/
News Pictures Controversial Facebook patent would use family photos to work out who you live with to sell ads
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