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Facebook is reportedly developing software that would track cursor movements in an effort to collect data that could be used to analyze users’ reaction to advertising, whether they hover over certain content, and other behavioral characteristics.

The technology is also said to be able to monitor the position of certain content like news feeds in relation to the user’s point of view on mobile devices.

Facebook analytics chief Ken Rudin said the data collected could be employed for anything from product development to honing targeted advertising techniques.

“It is a never-ending phase. I can’t promise that it will roll out. We probably will know in a couple of months,” said Rudin.

Facebook’s endeavor at even Bigger Data collection on users is being compared to Shutterstock’s use of the open-source Hadoop distributed file system which the company utilizes to analyze data on user behavior, asserting that the information is used to enhance the user experience.

“Today, we are looking at every move a user makes, in order to optimize the Shutterstock experience… All these new technologies can process that,” said Shutterstock CEO Jon Oringe.

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