What if you could post your next-door neighbor’s ad to your Facebook page, or even your Twitter timeline?
The idea sounds like a lot of fun.
You could probably just create a post and tag it with #nextdooradvertising.
The concept is not as novel as you might think.
A few years ago, a startup called Nextdoor Labs made a similar move by using the same Facebook algorithms to show you ads.
So how does Nextdoor do this?
How does Nextdoors’ algorithm make a post look like a real ad?
The algorithm will also use data from your friends to find out if your neighbors are posting ads.
It looks at what your friends are posting, what their friends post, and what you are posting.
Nextdoor has partnered with the advertising company Datalab, which analyzes what you’re doing and uses that information to find new ads to run next door.
“This data is used to decide whether you should show ads next door,” says Nextdoor’s director of advertising, John Jastremski.
Next door will also ask you to click on the ad if you think it’s worth it.
So the next thing you do, your next neighbor is likely going to see the ad next to your post, because your next post is going to show up on their newsfeed.
You can also choose to delete your post if you don’t want your neighbors to see your nextdoor ad.
Next Door is not the only one to try this.
Last year, Nextdoor also built a feature to show ads directly to your friends, or direct to your Timeline.
And there are even ads built into your Timeline that show up directly to friends of yours.
But it’s the next-window advertising model that Nextdoor is the most familiar with.
“The thing that we’re really excited about is how it can scale to your social graph,” Jastreski says.
“We see that the next door advertising model is going up and up and we see how that can help our community grow.”
For Nextdoor, Next Door has an opportunity to make money in the form of ad placement on your friends’ newsfeeds, as well as direct ad exposure to your family and friends.
“Nextdoor is able to create a platform that gives people who want to advertise a lot more options, and also helps them with advertising on Facebook, so that they’re not only getting targeted ads,” Jestreski explains.
“And then the opportunity to get direct exposure to the person who’s advertising is really exciting.”
Nextdoor isn’t the only ad-based social network using next-wall ads.
Facebook has experimented with ad-blocking software for a while, but the platform has been largely unsuccessful.
Jastremeski says the Nextdoor approach has worked well.
Nextoor will be working with Facebook on ad-blocker software, and Nextdoor will also be adding ad blocking options to its app.
And it’s not the first time Nextdoor tried to build a revenue model from ad-supported ads.
Back in 2015, Next to Door used a similar approach to build its own ad-serving business.
Next to Home was the company that sold ad space to the likes of Coca-Cola and Nike to help advertisers reach their targeted audience.
“As a company we had to be really conscious of building the business from the ground up,” Nextdoor founder Matt Mott said at the time.
“So we really did not build the Next to Next platform for the sole purpose of making money.”
Next Door’s model for advertising Nextdoor used data from a Facebook-owned company called Datalabs to find people who were likely to post an ad next door, and to decide which ads should appear next to those posts.
The Nextdoor ads were then shown to users and allowed them to decide if they liked them or not.
Mott says Next Door was able to monetize its ad-building from a number of different sources.
“What we did was we used some of the same data that Next Door uses to build advertising to create content,” Mott told Wired.
“That data is also used by Nextdoor to determine whether people are going to respond positively or negatively to our ads.
And if so, that’s what they’re showing to them.”
Mott and Next Door eventually sold their Nextdoor-powered ad-advertising platform to Facebook for $3.5 million in 2015.
“There were times when we had ads on our Facebook page and our friends saw them,” Mot said.
“They thought they liked the ads, and they liked our ads, but there was still a problem with our ads being shown.”
The Next Door business model, however, was not as successful.
“Once we moved to Facebook, we were able to make a lot less money than we could have,” Mowt said.
But, like Nextdoor before it, Next door has been able to keep operating.
“When Nextdoor went public, the ad platform went up, and