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Meta develops Basic Ads to combat Facebook privacy restrictions

Meta develops Basic Ads to combat Facebook privacy restrictions

According to recent reports, Meta – the company that owns Facebook and Instagram, among others – is working on a new type of Facebook Ad that will see a more privacy-friendly approach adopted.

Since the introduction of iOS 14 from Apple and the increased privacy controls it granted users, advertisers on Facebook have had to jump through what feels at times like flaming, barbed hoops in order to get their ads compliant, targeted at the right people and actually visible.

Now, it seems that Facebook will soon be offering a new type of ad called “Basic Ads”. According to Business Insider, this offering is currently in the early stages of development, and it is focused on not being reliant on anonymous personal information from users. The report revealed that these ads would be suited to advertisers that want to generate brand and product awareness, and that they would be measured by more “basic” metrics like video views and engagement.

At a glance, these ads sound like they have both advantages and disadvantages. On the plus side, as they wouldn’t rely on user information, they’ll likely be easier to set up, and, due to the metrics involved, will likely be cheaper to run too. What’s more, they may actually be shown to people who’ve opted out of data tracking as the ads won’t rely on that data tracking to begin with. However, the ads not relying on data tracking and detailed targeting does also mean that the audience would be broader and, as such, there’ll likely be many in it who wouldn’t be interested in a brand or its offerings.

As it stands, it’s hard to come to a concrete conclusion on whether these ads will be worthwhile until more details are released. According to the Business Insider report, Basic Ads were due to be tested back in January, but the deadline wasn’t met. Interestingly – and good news for us on this side of the pond – these ads will be tested in Europe first, prior to them being released in the US.

Advertising online has the potential to really increase both your brand awareness and your leads or sales. If you need assistance with Facebook Ads, we can help here at Engage Web. Speak to our team today to learn more.

Digital Marketing Executive at Engage Web
Emily is no stranger to the world of online content. By the age of just 14, a novel she wrote on the story-writing website Wattpad had amassed more than a million views!

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