Facebook in Summer 2019: What’s New?
Last year was the first time Facebook proposed its idea for a “Clear History” tool. In the next few months, the company says, that tool will finally launch for global users. Clear History will allow Facebook users to disconnect their platform activity from their other online activity. Effectively, it will prevent Facebook from accessing the off-site data of its users. You’ll have a choice: delete your off-site history entirely, or limit Facebook’s access to your internet activity.
As a user, this might sound nice. But thinking with your business brain, how will this impact your bottom line?
If you use Facebook’s third-tier cookie data to target your ad campaigns, this new feature will hamstring the reach of your ads. So how can you learn to work with these new ad and data policies—and fast?
Why This Development?
The idea for “Clear History” and other ad-limiting policies follow the shadow of several privacy scandals. Facebook’s affiliation with Cambridge Analytica (and its previous misuse of users’ private information) didn’t compromise the site or impact its reach.
After these scandals came to light, users suddenly began demanding that Facebook protect their data from all-seeing internet cookies.
Facebook’s 2019 Advertising Standards
In the wake of these privacy concerns, Facebook updated its advertising and advertising data policies to reflect the needs of individual consumers:
- Any data collected from a Facebook or Instagram ad should only be shared with someone working on that specific business’ behalf.
- All gathered data needs to be kept secure, always.
- Facebook advertising data cannot be transferred to ad networks, exchanges, data brokers, or other related services—even if it’s anonymous.
How Can You Adapt Your Ads?
It’s understandable that users need increased privacy, even if it makes your job more difficult. But how can you tailor your Facebook advertisements to operate in this data-restricted environment?
- Emphasize User Opt-in:
Let your audience know that they have the opportunity to opt in to the “Clear History” tool and privatize their online habits. By emphasizing the program’s optional compliance, you’ll build trust with your clients. You can also continue your outreach to interested consumers and use whatever data they’re willing to share with Facebook’s platform.
- Focus on Strong Content:
Your advertisements need to be valuable to your audience if you want them to continue generating engagement. Focus on creating a connection with your audience through your advertisements, not just selling your products.
- Utilize Other Advertising Modes:
If you’re worried about the impact of this program, it’s time to diversify. Consumer testimonials, word-of-mouth advertising, and referrals are all advertising methods that promote audience interaction and work outside of Facebook’s data restrictions. They might not bring in additional targeting information, but they can still bring in solid conversions.
Light at the End of the Tunnel
While new advertising limitations will force businesses like yours to advertise more creatively, Facebook is also looking to debut its Libra cryptocurrency in the coming months. This cryptocurrency could provide Facebook with access not only to consumer buying habits but also to their explicit financial information.
So, what does the future of advertising and data privacy on Facebook look like? How will these new policies and Facebook Libra impact not only the way your business advertises but also the way you assess consumer data?
For now, you may have to work with limited data. Even still, it seems that even more change is on the horizon.
image attribution: freshidea – stock.adobe.com