Facebook's latest software-development kit includes a feature called Custom Audiences that lets advertisers target users based on their application purchases and microtransactions. That's likely to make some users nervous, but largely without reason, Nick Summers writes. "The reality is that Facebook is a free service. If CEO Mark Zuckerberg wants to keep it that way, he's going to need to find an advertising model that is both lucrative to brands and unobtrusive for users," Summers writes.
Will Facebook users warm to Custom Audiences?