Facebook’s new privacy-enhanced advertising solution.
Here’s what you need to know about Facebook’s plan to build a privacy-friendly advertising platform for you.
In light of the global push to greater privacy across all digital platforms and the ongoing changes from technology giants such as Apple and Google, Facebook has just announced its new privacy-focused marketing approach.
Everything you need to know about Facebook’s new privacy-enhancement solution.
If you leverage Facebook Advertising (which includes Instagram, WhatsApp, Messenger and the Facebook Audience Network) to drive your business, here's what you need to know about their new privacy-focused marketing solutions:
It's called the Private Lift Measurement solution.
It will be broadly available to advertisers next year.
Private Lift is a privacy-enhancing technology that will limit the amount of personal information Facebook processes and limit the information that can be learned by the advertiser or Facebook while still allowing you to show a potential customer the relevant ads and measure your advertising effectiveness.
A vital part of the solution for Facebook is personalization (thank the lord). Their goal is to find a way for you to keep personalization in your marketing efforts. As they state:
“We believe personalization in marketing is the best possible experience for people and businesses. Without personalized advertising, businesses would be harder to start and grow, new products and services would be harder to discover and would cost more, and people would see less relevant, less timely and less interesting ads.”
While Facebook is a vital marketing channel for big brands and organizations, it can be a matter of life-or-death for small businesses. Having personally worked on many campaigns for small businesses over the last few years, I've seen the opportunity Facebook creates - an opportunity that very few media on the planet can offer because let's be honest, most new businesses can't afford thousands of dollars to run a newspaper, radio or television commercials. As much as we like to vilify Facebook, it remains one of the most affordable, accessible, and effective marketing channels available to small business owners. And in today's economy, small businesses need all the help and opportunities to succeed they can get.
So, I'm excited to hear about Facebook's Private Lift Measurement solution. Not because I'm a marketing geek, but because I know how hard it would be for entrepreneurs and business owners to grow their business without it.
You can check out Facebook's official announcement here.