App lets marketers tap into Facebook users' contacts' data

03/21/2012 | Advertising Age (tiered subscription model)

A Facebook application is hoping to sidestep Facebook's privacy rulebook for developers by having its users explicitly agree to share much of their personal information. Swaylo, an influence-measurement app, requires users to agree to share their profile information -- and that of their friends -- to use its service. Swaylo plans to offer anonymous versions of that data to marketers hoping to identify product-specific influencers, according to CEO Rob Goldman. That could allow brands to access data without annoying anyone along the way, says Taylor Valentine, a marketing executive who was briefed on the project.

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