Facebook is rolling out some updates that are very important to businesses and advertisers. We all know there have been concerns regarding the privacy of its users. And there have been several attempts and improvements in this area. Zuckerberg has made promises of a more secure, private future for Facebook and they claim this tool will be a huge leap in the right direction for both parties. That being said, let's take a look at the details of this off-Facebook activity management tool.
The Update
Of course, at last year's F8 conference, Zuckerberg announced that they would be rolling out some new features. One specifically to give users more control and transparency of the data other apps shared with Facebook. Included in this feature will be a list of apps that use Facebook's business tools. Some examples of these apps are Pixel, SDK, API, etc.
Before rolling out this update and this new tool, Facebook wanted to ensure that agencies, businesses, and individuals had all of the information they needed to know. Knowing this, they gave us these four main points to summarize the changes.
The Four Main Points
Facebook is showing people how advertisers use their tools.
One of the main elements of this new feature is to help users understand where information is coming and going. The focus is to inform the users where advertisers get their information and what is being done with said information. The goal here is to let the user understand what information is being shared but also to help them understand the importance and benefit of that sharing. According to Facebook, the more in the loop and informed users are, the more likely they are to allow this information to be shared. In the announcement, Facebook encouraged businesses to start thinking of ways to educate customers about their advertising methods.
Transparency is good for business.
Finding and maintaining new customers is all about trust. When people trust you and your business, they're more likely to purchase and more likely to become a recurring or lifelong client. Like many online services, ads allow people to use these apps and platforms for free. Facebook hopes that companies across the board will be able to understand and educate that they can both advertise and protect people's privacy at the same time.
This feature will affect targeting.
With this new tool, people will be able to view their off-Facebook activity. In addition, they'll be able to disconnect this feature so the outside apps don't communicate with Facebook. If they opt to do this, Facebook will not use the data they cleared for targeting. For example, with this change, Facebook Pixel cannot be used to reach someone with ads if they opt out of this. Remember this and adjust accordingly when building your campaigns and strategizing for the second half of this year and moving forward.
Measurements will remain the same.
It looks like Measurements are going to stay put. With the changes they've implemented over the years, Measurements are already in a spot to provide info to advertisers while protecting user's privacy.
To Wrap It Up
In conclusion, this change is going to require some adjustments and expected speed bumps for advertisers. Facebook claims that this will be a positive change for both advertisers and users. What are your thoughts on these changes? Let us know in the comments on the post.
Happy Hunting!
Related Posts:
