Facebook Reported to Have Filed Patent for Profiling Users
It was revealed this week that Facebook had considered profiling its users’ personalities through messages and status updates, and using the information for ad targeting.
In a patent filed in 2012, the social network described how personality traits could be scored and used to determine what ad to show to the user. For example, a user who exhibits extroversion and openness, but scores negatively on agreeableness could be shown a holiday trip ad while a user that exhibits conscientiousness, but lack emotional stability could be shown a chocolate ad.
The patents, filed by longtime Facebook employee Michael Nowak and Dean Eckles of MIT, had been updated most recently in 2016.