[eMarketer] Facebook new approach to privacy

Facebook seems to be acknowledging that it needs to fundamentally transform how its advertising business targets consumers.

Facebook’s vice president of ads and business product marketing Graham Mudd while speaking exclusively to The Verge said that a “meaningful pivot” was happening around its ads business, particularly in how the ads are targeted to users.

For one, “hundreds” of Facebook engineers are actively working on how to deliver highly relevant ads to users, without knowing anything specific about those underlying users.

Facebook’s acknowledgement that its advertising must change is another sign of how fundamentally digital advertising and targeting is being transformed. It’s being pushed in this direction from both user concerns and other players, including Apple, whose iOS AppTrackingTransparency (ATT) prompts will affect Facebook’s revenue growth, the company has admitted.

According to eMarketer, Facebook has its doubters and detractors. It will be an enormous undertaking for the company to retool on the fly, while still improving its ad revenue numbers on a quarterly basis—though if any company has the resources to pull this off, it’s Facebook.

Read the full eMarketer article here

www.emarketer.com