Over the past few days, some iPhone users have reported being served a pop-up from Facebook, which asks them to log in to Facebook on their Safari web browser “with just one tap.”
Here’s what it looks like, courtesy of Undertone cofounder Eric Franchi, who first pointed this out to us:
At first, we assumed the release of the pop-up coincided with Facebook opening up its Audience Network to the mobile web, which was announced on January 26. The Facebook Audience Network is the system Facebook built to let advertisers place their Facebook ads in other websites and third-party apps.
But a Facebook spokesman tells us this is not the case.
Instead, Facebook is currently testing a feature that makes it easier for people who want to sign in using their Facebook login in their mobile browsers.
The problem right now is that the more than 1 billion people who use Facebook on their mobile are being forced to login twice — once when they use the app, then again when they click on Facebook links that open up in their mobile browsers.
Those links can come from emails, or when they want to click the “like” button on an article, for example.
But it’s annoying when you’re asked to log in again, not least when you’re basically perma-logged in via the Facebook app. Facebook has found that more than half of the people served with the login screen navigate straight away So Facebook is testing a feature that helps you login with a single click, to try to prevent that from happening too often.
The pop-up notification mentions that logging in comes with the benefit of seeing “better ads based on the sites you visit,” so it seems there’s probably a Facebook Audience Network element in there somewhere. But the main aim of the feature is to ensure mobile web users stay logged in.
So now you know!
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