Facebook Breaks Ads Attacking Apple, Defends Personalized Targeting

Ahead of Apple’s privacy changes, Facebook has launched an advertising campaign to make a case for serving personalized advertising.

The campaign — Good Ideas Deserve to be Found — comes as Apple prepares to implement privacy changes that will require iOS users to opt into advertisements rather than opt out.

The TV, radio and digital platforms ads began running Thursday. 

Facebook — which has conducted a very public battle with Apple — says its initiative is intended to help small businesses struggling during the COVID-19 pandemic. The focus of the campaign is to help people understand how personalized ads help them in the discovery of new things they might love.

Apple is making a change to the iOS system that is expected to shake up the advertising industry, specifically mobile. The change affects a privacy option for Apple device users. The advertising ID (IDFA,) previously buried in the user’s device, will serve up when the app opens, providing a way to opt-out of being targeted by advertisements.

Personalized ads, of course, are based on information about the specific person. What they read, share and click on in Facebook and Instagram.

With the campaign, Facebook says it will waive fees for businesses selling with Checkout on Shops through June 2021 or collect any fees for paid online events until August.

The company is also working to simplify Ads Manager, making it easier for small and medium-sized businesses to begin personalizing marketing plans through a simplified dashboard available at login.

Restaurants now have new options to note what type of dining experience they have available, including the ability to search and find businesses nearby.

There’s a new menu tab on Pages so businesses can upload their menu.

An updated Business Resource hub on Facebook, and Professional Dashboard on Instagram, have more information on how personalized ads work.

In a post explaining the type of data used to serve ads to users, Facebook says ads are served to users based on activities such as pages liked by the user and their friends, information from profiles, and placed checked in while using the platforms.

Facebook and Instagram now share information. A user can now search for and message, video chat or re-share posts with people across Instagram and Facebook. The platforms build a profile about users segmented into Advertisers, Ad Topics, and Ad Settings.

When someone shares information such as their phone number or email address by signing up for an email newsletter, and signs up for a discount or makes a purchase from a store, the business might add it to their customer list so it can be matched to the member's Facebook profile. Facebook then attempts to match the ad to the most relevant audience.

1 comment about "Facebook Breaks Ads Attacking Apple, Defends Personalized Targeting".
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  1. Jack Wakshlag from Media Strategy, Research & Analytics, March 1, 2021 at 2:32 p.m.

    Good ideas were found before Facebook. 

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