A basic Facebook advertising product, which does not use advanced targeting? How will that work?
As reported by Business InsiderMeta is offering a new, privacy-friendly Facebook ad that is said to use much less user data to target.
Such as B.I.:
“Facebook is in the early stages of developing a product that will not rely on any anonymous personal information from users,” two advertising buyers from various advertising agencies told Insider. And trying to create an idea about the product. One of the buyers, who is familiar with Insider but spoke anonymously to protect their relationship with Facebook, said it would be measured by basic metrics, including engagement and video views. “
Engagement and video view, hey? Theoretically, this would mean that your ad performance and reach would be related to how busy it is. Create a good ad and reduce your exposure costs, as user interaction will help you reach more algorithms.
While that reach won’t be targeted – creating good ads will have to be unbalanced by exposing the benefits you’ll reap to users who are never going to be your customers. While there may be some of them, and the more you can reach, the more likely you are to connect with the right people, as opposed to showing respect for them through Facebook’s current advanced targeting tools.
For example, basic advertising, you guessed it, would also be a cheaper Facebook advertising option (although prices would vary based on advertiser interest). The focus will be on building general brand awareness through broad audience exposure – so if you don’t want to target a specific audience or group, you can run a basic ad, which is generally targeted at Facebook users. Can
Overall though, these less targeted campaigns, you guessed it, will be much less effective at producing direct results. But then again, if the price is right, and you’re able to run a broader campaign, this could be a good way to increase exposure without using more aggressive user data elements.
The product is being developed in response to Apple’s ATT update, which has seen many Facebook users opt out of tracking personal data in the app. In fact, Meta mentioned in its Q4 2021 update that Apple’s new privacy prompts Losing advertising revenue over 2022 will cost the company about $ 10 billion. Some have kept that calculation HigherWhen Facebook’s inability to create a data bank also has an ongoing effect
Over the years, the highly publicized privacy breach has hurt the company, with many of its 2.9 billion active users taking advantage of the situation after being asked to stop accessing Meta’s data.
Specially targeted ads have tried to reduce meta trends by highlighting how SMBs help. Apparently, though, those shocks have had a limited effect, leaving Meta to find new ways to reduce data loss and keep the advertising dollar coming.
Providing alternative advertising options can be a way, and on a meta-scale, they will likely attract significant advertising spend, even reducing targets.
In some ways, this is a step backwards from more traditional advertising offers, with TV and magazine ads never meeting the level at which they can offer specific targets. But the reach of each option is still enough for a temptation to keep advertisers interested, and it’s basically the same policy that Meta seems to be applying in this way.
However, we still do not have the full details.
According to B.I., Meta initially hoped to begin testing its basic advertising product in January, but it did not meet that deadline. The option is expected to be tested first in Europe before being made available in US brands (where it will be in line with the expansion of the EU’s GDPR push).
