Facebook Ad Campaign Promotes Personalized Advertising
February 25 2021 - 8:29AM
Dow Jones News
By Nat Ives
Facebook Inc. will promote the value of targeted ads to
businesses and consumers in a new ad campaign in digital media,
radio and TV programming including National Collegiate Athletic
Association basketball games and Sunday's Golden Globe Awards.
"For every big idea that rose to wild acclaim, there are so many
more that never found their fame," one commercial in the campaign
says.
"Good ideas deserve to be found," the ad concludes in on-screen
text. "Personalized Ads help you find them."
The effort comes as Apple Inc. nears implementation of a policy
requiring many apps to ask users whether they want their behavior
on the web to be tracked for the purposes of personalized ads.
Facebook relies on the data from that sort of tracking to inform
the targeted advertising it sells, and said in January that it
expects the policy to weigh on the performance of its ad
business.
A Facebook spokeswoman said the campaign wasn't spurred by
Apple's planned moves, calling it the latest stage in a long push
to inform businesses about Facebook's tools. The ads don't mention
Apple.
"With this campaign, we want to highlight the value of
personalized ads and how they are an important way people discover
small businesses on Facebook and Instagram, and are what help small
businesses grow from an idea into a livelihood," she said.
But Apple's changes will make it harder for small businesses to
reach their customers with personalized ads, the spokeswoman said.
"We simply do not agree with this approach," she said.
Apple has defended its new policy as giving priority to users'
privacy. The company doesn't plan to prohibit tracking, it has
said, only require app makers to get users' permission for it.
Facebook plans to accompany Apple's new prompts with a screen
describing how certain data is used to personalize a user's
experience and asking permission to use data collected from
third-party websites and apps.
Write to Nat Ives at nat.ives@wsj.com
(END) Dow Jones Newswires
February 25, 2021 09:14 ET (14:14 GMT)
Copyright (c) 2021 Dow Jones & Company, Inc.
Meta Platforms (NASDAQ:META)
Historical Stock Chart
From Apr 2024 to May 2024
Meta Platforms (NASDAQ:META)
Historical Stock Chart
From May 2023 to May 2024