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“This consumer complaint raises a number of concerns about Facebook’s privacy policies and practices,” the committee leaders wrote in the letter. “Facebook’s systems lack transparency as to how they are able to gather personal information and synthesize that information into suggestions of relevant medical condition support groups. Labeling these groups as closed or anonymous potentially misled Facebook users into joining these groups and revealing more personal information than they otherwise would have. And Facebook may have failed to properly notify group members that their personal health information may have been accessed by health insurance companies and online bullies, among others.”

Facebook confirmed to Adweek that there were changes made in how things were ranked in Newsfeeds. It said the the tweaks were made to customize the experience for the Facebook user. 

But, an anonymous source “professionally familiar with Facebook’s marketing strategy” claimed the contrary in comments to Valleywag, saying the social media mammoth made the modifications in order to get organizations to spend advertising dollars. Instead of using free brand pages, publishers would be forced to buy Facebook ads to tap into referral traffic.

MoPub offers a comprehensive platform that monetizes ad space on mobile platforms and social media, while providing real-time bidding for prime advertising slots and times. In 2013, the company was purchased by Twitter for $350 millio

Despite the silence from Facebook on the matter, the company has made moves in the past that would indicate at least a desire to further its reach in the mobile advertising market. Last year, Facebook released Audience Network, which is meant to build out its infrastructure and enable advertisers to run Facebook ads on third-party mobile phones. Another such program is Atlas, which tracks users anonymously and provides feedback to advertisers. Facebook has also taken out a patent on a program that would enable advertisers to target only the most “influential” people on social media. Theoretically, these programs would be stitched together as part of any MoPub-like system.

Using YP’s capabilities, Dunkin’ Donuts was able to, through the use of geofencing, deliver ads to mobile users who were nearby a competitive coffee shop or c-store or a Dunkin’ Donuts.

The campaign also identified mobile users who had visited a competitive coffee shop or c-store in the past 30 days.

Once users clicked on the banner ad, they had the opportunity to take that coupon and walk into a Dunkin’ Donuts and redeem the coupon. Or, they could save the coupon to their phone to redeem at a later date.