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Facebook OpenGraph: A Good Laugh or a Chilling Cackle?

09 Jun

If you want to sell a proprietary technology for financial gain or to increase user adoption for eventual financial gain once a model is monetized, the hot new thing is to call it “open” and ascribe intellectual property rights to insignificant portions of the technology to a “foundation.  The most recent case in point that has flown across my radar is Facebook’s OpenGraph, a new ‘standard’ the company is putting forward to replace their existing Facebook Connect technology, a system by which third-parties could integrate a limited number of Facebook features into their own sites, including authentication and “Wall”-like communication on self-developed pages and content.  The impetus for Facebook to create such a system is rather straightforward:  If it joins other players in the third-party authentication product-space, such as Microsoft’s Windows Live ID, Tricipher’s myOneLogin, or the OpenID, it can minimally drive your traffic to its site for authentication, where it requires you to register for an account and log in.  These behemoths have much more grand visions though, for there’s a lot more in your wallet than your money: your identity is priceless.

Facebook and other social networking players make a majority of their operating income from targeted advertising, and displaying ads to you during or subsequent to the login process are just the beginning.  Knowing where you came from as you end up at their doorstep to authenticate lets them build a profile of your work, your interests, or your questionable pursuits based on the what comes through a browser “referrer header”, a response most modern web browsers announce to pages that tell them “I came to your site through a link on site X”.  But, much more than that, these identity integration frameworks often require rich information that describe the content of the site you were at, or even metadata that site collected about you that further identifies or profiles you, as part of the transaction to bring you to the third-party authentication page.  This information is critical to building value in a targeted marketing platform, which is all Facebook really is, with a few shellacs of paint and Mafia Wars added for good measure to keep users around, and viewing more ads.

OpenGraph, the next iteration from their development shop in the same aim, greatly expands both the flexibility of the Facebook platform, as well as the amount and type of information it collects on you.  For starters, this specification proposes content providers and web masters annotate their web pages with Facebook-specific markup that improves the semantic machine readability of the page.  This will make web pages appear to light up and become interactive, when viewed by users who have Facebook accounts, and either the content provider as enabled custom JavaScript libraries that make behind-the-scenes calls to the Facebook platform or the user himself runs a Facebook plug-in in their browser, which does the same.  (An interesting aside is, should Facebook also decide to enter the search market, they will have a leg up on a new content metadata system they’ve authored, but again, Google will almost certainly, albeit quietly, be noting and indexing these new fields too.)

However, even users not intending to reveal their web-wanderings to Facebook do so when content providers add a ‘Like’ button to their web pages.  Either the IFRAME or JavaScript implementations of this make subtle calls back to Facebook to either retrieve the Like image, or to retrieve a face of a friend or the author to display.  Those who know what “clearpixel.gif” means realize this is just a ploy to use the delivery of a remotely hosted asset to mask the tracking of a user impression:  When my browser makes a call to your server to retrieve an image, you not only give me the image, you also know my IP address, which in today’s GeoIP-coded world, also means if I’m not on a mobile device, you know where I am by my IP alone.  If I am on my mobile device using an updated (HTML5) browser, through Geolocation, you know precisely where I am, as leaked by the GPS device in my phone. Suddenly, impression tracking became way cooler, and way more devious, as you can dynamically see where in the world viewers are looking at which content providers, all for the value of storing a username or password… or if I never actually logged in, for no value added at all.  In fact, the content providers just gave this information to them for free.

Now, wait for it…  what about this new OpenGraph scheme?  Using this scheme, Facebook can not only know where you are and what you’re looking at, but they know who you are, and the meaning behind what you’re looking at, through their proprietary markup combined with OpenID’s Immediate Mode, triggered through AJAX technology.  Combined with the rich transfer of metadata through JSON, detailing specific fields that describe content, not just a URL reference, now instead of knowing what they could only know a few years ago, such as “A guy in Dallas is viewing http://www.example.com/Page.html”, they know “Sean McElroy is at 32°46′58″N 96°48′14″W, and he’s looking at a page about ‘How to Find a New Job at a Competitor’, which was created by CareerBuilder”.  That information has to be useful to someone, right?

I used to think, “Hrm, I was sharing pictures and status updates back in 2001, what’s so special about Facebook?”, and now I know.  Be aware of social networking technology; it’s a great way to connect to friends and network with colleagues, but with it, you end up with a lot more ‘friends’ watching you than you knew you ever had.

References:

http://www.facebook.com/advertising/?connect

http://opengraphprotocol.org/

http://developers.facebook.com/docs/opengraph

http://openid.net/specs/openid-authentication-2_0.html

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One response to “Facebook OpenGraph: A Good Laugh or a Chilling Cackle?

  1. Jeff Hines

    June 29, 2010 at 6:57 pm

    Great post Sean. You’ve given this a lot of thought. It will be interesting to see what ethical/legal boundaries get redefined as a results of all of this.

     

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