The American media Business Insider revealed on June 2 that Meta would be working on a new advertising service for its Facebook social network. Entitled “basic ads” internally, this new tool will allow advertisers to promote their products without using users’ personal data.
Rethink advertising
As questions about the private information collected by applications multiply, Facebook is preparing a new advertising model. The “basic ads”, which is still in its early stages of development, will use the engagement rate as well as the videos watched on the platform to target potential customers.
Musk accuses Twitter of ‘withholding information’ about fake accounts
One of the sources of Business Insider indicated that ” “basics ads” contrasts with one of the core features of Facebook’s advertising platform: granularity targeting “. It is this technique that the current advertising service of the social network uses. It allows brands to reach a specific audience of consumers by using their personal data collected on third-party sites and applications.
The new model should first be tested in Europe before being exported to the United States. No date has been mentioned at this time.
Facebook is trying to keep its head above water
Advertising targeting is increasingly difficult for players in the field. In particular because of the App Tracking Transparency (ATT) introduced by Apple in April 2021 during the iOS 14.5 update. This feature gives users the ability to choose whether they want to share their data with an app for advertising purposes.
Facebook has offered a series of tools to its advertisers to better measure the effectiveness of their campaigns. Picture: Apple
The arrival of the ATT has been a major source of concern for Facebook. Meta, its parent company, also announced during the financial report for the last quarter of 2021, that it had been very strongly impacted by this change. Data management firm Lotame estimates ATT’s damage to Meta could amount to $12.8 billion in revenue for 2022.
The challenge for Facebook is now to attract advertisers to a new advertising model. This business plays a vital role for the social media giant. In 2021, 97% of the revenue generated by the social network was derived from advertising.