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  • Clear History impacts on Facebook Advertisement

    Clear History – impacting marketers on Facebook.

    Facebook is close to rolling out a long-awaited by users (and long dreaded by marketers) privacy feature. The company has issued a warning to advertisers that improved privacy for users will have at least one key trade-off: Weaker targeting.

    What is CLEAR HISTORY?

    Clear History is a privacy feature that will allow people to see and manage their off-Facebook activity. Once the feature will roll out, people (Facebook users) can disconnect their off-Facebook activity. This is not mandatory for everyone. After the Cambridge Analytica issue last year, the company announced to take privacy very seriously and giving users more freedom to control what they are sharing with the world.

    Clear History is settings that users can find on their app or web login and chose to disconnect any off-Facebook activity.

    Earlier this year they opened the feature which tells user who has uploaded their contact information for ads.

    How CLEAR HISTORY works?

    Once a user opts in for Clear History (they disconnect them off -Facebook activity), no one can use their data. For marketers, this statement should be read as – they can’t use their (user’s) data for targeting in ads.

     

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    How Targetting is affected?

    Going off-Facebook means disconnecting any data with other apps and websites. This will be inclusive of all the apps and websites that user visits using Facebook business tools like Facebook Pixel, SDK and API. To put this simply,

    The targeting options powered by Facebook Pixel and other tools won’t be able to take your ad to the desired users.

    The Warning

    Facebook issued a warning yesterday. They recommend advertisers to take Clear History update under consideration when planning their advertising strategies for the second half of the year, 2019.

    Measurement and analytics reports

    Facebook says it doesn’t anticipate any changes to measurement and analytics reports once the Clear History tool has launched. Because the company is not deleting off-platform activity by users — only making it anonymous — that data will still be available for measurement reports.

    When is this happening?

    Clear History was announced by Mr Zuckerburg himself at F8 developer conference 2018. The facebook recently announced that it will be implemented and roll out in the second half of 2019.

     

    via GIPHY

    Clear History has the potential to significantly blow marketers. The capacity to build a precise audience for ad targets falls down even if a significant amount of users opt to remove data tracking. We know Facebook will hide the clear history settings and make a treasure hunt of it. But it is still happening.

    What are your thoughts?

     

  • Facebook will tell who uploaded your contact information for ads. Why am I seeing this ad?

    Facebook will tell who uploaded your contact information for ads by updating ‘Why I am seeing this ad?’.

    Facebook is making mends and extending its hands to be your friends again.

    Don’t be still mad at it. Facebook has had its share of flak of selling your contact details and making money from it! From the recent news, Facebook is making it easier for you to know how your personal information changes hands for ad targeting. According to TechCrunch it will start from February 28, 2019.

    In the next couple of days, Facebook will be updating the feature ‘Why I am seeing this ad?’ Earlier when you check this feature, the Facebook interface only showed details about the brand that purchased the ad and basic demographic targeting details. Now it will also reveal if anyone has uploaded your contact info that made you see the sales pitch a.k.a ad. Yes, you will know if the source was a retailer or any company who outsourced to gather data.

    Lets. see how are the ads showing up on our feed now. This particular example is for the Facebook product – Workplace.  We simply clicked the three dots on the right corner  and go to the option in the end ‘Why am I seeing this ad?

    Once you click, you will see a screen similar like this:

    The reason we are able to see this ad or it pop-ups on my feed is because of the target audience they set with Interest and Age. Clearly, we are Facebook consumer and we are aged above 25 years residing in India. Now in case you do not want to see any more ads like this, you can anytime go to Options button and select an appropriate option for you.

    In another example here, this ad by some business from the education industry.

    And, if you see here, the reason this ad appears on our feed is that at some point we might have visited their website or an app. They are smart and they have installed Facebook Pixel on their website/app, from where they can target more people through retargeting ads.  Another thing to notice, since the ad is to get admission in an MBA college through GMAT score, the company has calculated the most popular age group who usually applies for their MBA program.

    Yes, we said that Facebook wants to be friends again. It is not as transparent as we all demand it to be, we do think that this is in the right direction. This feature update will not completely stop the misuse, but at least the ad sponsors can get penalized for using your contacts without consent. This will put pressure on companies to think twice before harvesting customer information without permission.

    We will be updating this blog post February 28, once we start getting ads and their source (that we want to catch right!) So stay tuned. In case you need to be posted on the update, leave us a comment, we will send you a direct link.

    Till then, work on your spy powers and simultaneously crack the art of Facebook ad targetting.

    PS: We also have 15 class advance program to learn Facebook Advertisements and building sales funnels that generate revenue for you, instead of drowning your money. To book your class or know more get in touch with us here.