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Facebook Shutting Down Facial Recognition via @sejournal, @martinibuster

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Facebook announced that it is shutting down it’s use of facial recognition, including for uses related to the visually impaired. Facebook left the door open to exploring on-device facial recognition technologies that do not communicate with an external server.

Facebook cited general concern by individuals about the use of facial recognition and a lack of agreed-up regulations and standards as one reason they chose to do away with the use of facial recognition.

“There are many concerns about the place of facial recognition technology in society, and regulators are still in the process of providing a clear set of rules governing its use. Amid this ongoing uncertainty, we believe that limiting the use of facial recognition to a narrow set of use cases is appropriate.”

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Facebook Facial Recognition

Facial recognition technology was used for recognizing who users are from photos in the Memories feature, photos or videos. Tagging, where individuals name friends in an image will still be allowed.

Those who had opted into allowing Facebook to use facial recognition don’t have to do anything, Facebook will automatically delete the “template” used by Facebook to recognize the members.

According to the announcement:

“People will no longer be able to turn on face recognition for suggested tagging or see a suggested tag with their name in photos and videos they may appear in. We’ll still encourage people to tag posts manually, to help you and your friends know who is in a photo or video.

If you have opted into our Face Recognition setting, we will delete the template used to identify you. If you have the face recognition setting turned off, there is no template to delete and there will be no change.”

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While many may view this as a positive change the impact might be felt more keenly by those who are visually impaired and relied on the automatic facial recognition to tell them who is in a photo shared on Facebook.

Facebook noted:

“This change will also impact Automatic Alt Text (AAT), a technology used to create image descriptions for people who are blind or visually impaired. AAT currently identifies people in about 4% of photos. After the change, AAT will still be able to recognize how many people are in a photo, but will no longer attempt to identify who each person is using facial recognition.”

Facebook Facial Recognition is Not Going Away

Facebook indicated it will research ways to use facial recognition in ways that are useful in a way that respects users privacy.

Potential uses could be for people who need to verify their identity, particularly in situations where a person is locked out of their account.

Use of the facial recognition technology on the device and without accessing external servers was cited as an area to be explored.

Facebook stated:

“Facial recognition can be particularly valuable when the technology operates privately on a person’s own devices. This method of on-device facial recognition, requiring no communication of face data with an external server, is most commonly deployed today in the systems used to unlock smartphones.

We believe this has the potential to enable positive use cases in the future that maintain privacy, control and transparency, and it’s an approach we’ll continue to explore as we consider how our future computing platforms and devices can best serve people’s needs.

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The changes we’re announcing today involve a company-wide move away from this kind of broad identification, and toward narrower forms of personal authentication.”

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Facebook to Explore On-device Facial Recognition

On-device use of facial recognition is a popular and accepted use of the technology, for example, for unlocking a device. Beyond that some may feel uncomfortable with it and Facebook’s decision to drop facial recognition may be a sign of Facebook understanding that they may need to be proactive of overextending technology in ways that might provoke concerns over privacy.

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Read Facebook’s announcement of the end of Facebook’s use of facial recognition:

An Update On Our Use of Face Recognition

Searchenginejournal.com

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5 Effective Ways to Run Facebook Ads A/B Tests

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Testing-and-Scaling-Facebook-Ads

Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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