Content Marketing Blog

Facebook acquires Face.com

Social media giant Facebook is keen to take networking to the next level, with its latest technical innovation.

The company announced yesterday (June 19) that it will be acquiring facial recognition service Face.com, confirming rumours that Jess reported on last month

"People who use Facebook enjoy sharing photos and memories with their friends, and Face.com's technology has helped to provide the best photo experience," Facebook said in an official statement. 

"This transaction simply brings a world-class team and a long-time technology vendor in house."

Face.com has previously used its facial recognition technology to power smartphone applications, such as one that can identify the age of a person in a photo, or another that is able to generate an image of what a person would look like if they were a different gender.

Facebook's interest in the product is reported to be based on developing a way to automatically suggest photo tags by identifying your friends and family.

However some people are suggesting that this move might entail a breach of privacy.

Emma Draper, head of communications at campaign group Privacy International, believes that Facebook is in the process of assembling one of the largest facial recognition databases in the world and warned that this power had to be treated responsibly.

"We would hope to see very strict safeguards on how this information is stored and who has access to it, particularly if – as seems increasingly likely – Facebook is going to start making money from it," said Ms Draper in an interview with the BBC.

People take the security of their private information seriously, and businesses considering using a Facebook campaign as part of their social media marketing strategy need to ensure that they are respecting the privacy of their employees and customers.

Tech crunch is reporting that the deal cost between $55 and $60 million, in a mixture of stock and cash.

Posted by Zak Wash