Facebook Starts an Ad-Free Section for College Students
September 10 2020 - 5:08PM
Dow Jones News
By Sahil Patel
Facebook Inc. introduced a new section of its platform to cater
just to college students.
Called Facebook Campus, the new section will not have ads, said
a spokeswoman. "We're focused on building a great product
experience, and at this time have no plans to introduce
advertising," she added.
But Facebook will be able to track users' activity to inform the
ads that it shows the students elsewhere, a second Facebook
spokeswoman confirmed.
Campus joins Facebook Dating and Groups as another ad-free
section of the platform.
Facebook described Campus as a way for college students to meet
each other and connect over shared interests, classes and campus
life. That harks back to the company's 2004 roots as a way for Ivy
League students to socialize.
In a blog post, Facebook also said Campus will be useful for
college students navigating full- or part-time remote learning as
some school campuses remain closed due to the coronavirus
pandemic.
Campus lets college students create profiles separate from their
main Facebook profiles, connect with other classmates, join private
groups and see school events. Other features include a
college-specific news feed, a campus directory and chat rooms.
Content shared on Campus can only be seen by other Campus users,
the company said.
The launch of Campus comes after years of scrutiny on how
Facebook collects information on it s users, as well as its ad
policies.
Advertisers can't target Campus users specifically, a
spokeswoman said. But Facebook will track Campus users' activity to
inform which ads and content it shows them elsewhere. And a user's
activity on the main Facebook app could also influence the type of
content they see within Campus, according to the company.
"While Campus may not have ads, Facebook is still getting access
to more data," said Brendan Gahan, chief social officer of ad
agency Mekanism Inc. "That data can be used across Facebook's ad
network to better target these consumers."
Certain college-owned Facebook pages will have access to Campus.
These pages can create, join and participate in groups and events,
but they won't have access to chats or the directory.
Dozens of colleges are participating in Campus at launch,
including Duke University, University of Pennsylvania and Vassar
College. Facebook described the current crop of schools as pilots
for the program, which it will seek to expand upon in 2021.
Write to Sahil Patel at sahil.patel@wsj.com
(END) Dow Jones Newswires
September 10, 2020 16:53 ET (20:53 GMT)
Copyright (c) 2020 Dow Jones & Company, Inc.
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