I might catch some flak for saying this, but as a marketer this is a pretty significant change and will make running campaigns more difficult.
Also, I don’t really see how this does much to protect anyone’s privacy, this mostly just makes running effective campaigns more complicated and expensive. The data is still being collected and sold, now you can’t just get it directly through Facebook anymore.
> I might catch some flak for saying this, but as a marketer this is a pretty significant change and will make running campaigns more difficult.
Excellent.
> Also, I don’t really see how this does much to protect anyone’s privacy, this mostly just makes running effective campaigns more complicated and expensive.
If you don't have access to data you shouldn't have access to that improves privacy. Exchanges leaking data which then gets cached is a huge privacy issue, allowing third parties to link up this data with data they already have is absolutely terrible. Data files in isolation are bad enough, allowing the joining of disjoint datasets is about as bad as it gets when it comes do de-anonymizing people.
> The data is still being collected and sold, now you can’t just get it directly through Facebook anymore.
Good. Not all data will still be available, and hopefully some more of these holes will be closed soon to make it even harder to make running highly targeted campaigns more difficult.
From where I'm sitting the sooner marketeers lose the capability to run targeted campaigns the better, and every little bit helps.
On the plus side: your budgets will go up to reach the same effect so why complain?
I've worked on every single vertical and 3rd party data / Partner Categories is rarely used by big or small advertisers a like.
The cost of the advertising increases i.e. higher CPMs for using this data. I've spent north of $40ml across all digital ads with a large chunk being on $FB and it isn't the main kind of targeting that is used and its the most expensive kind as well.
I am not hugely convinced this will dramatically affect $FB given there are so many other targeting options out there it isn't much of a concern in my eyes just a shame this is one avenue that will now be closed but its one of so many marketers can use.
I don't think it is intended to protect users' privacy, indeed it seems to me that it is against Facebook's interest to protect user privacy from advertisers - the platform is primarily valuable to marketers because of the user data that is available to them.
I think by shutting down the marketplace for 3rd party data, Facebook is allowing it to continue elsewhere but also washing their hands a bit, so next time they will have better optics when explaining themselves to regulators if data misuse hits the headlines again.
I think the pixel and first party data is where the real results come from...the third party data was probably on the chopping block long before this CA story...
It will make some marketers feel less in control...but i actually doubt that data actually warranted the additional costs facebook charged for using it.
> I hope you weren't expecting any sympathy. A camera in our bathroom would also make it easier for you to suggest us a "better" shampoo, but no thanks.
Are you suggesting that I shouldn't be allowed to give companies this data if I choose? Because that's what it sounds like when I read this but I'm not sure, and I'd like to be clear about what you are saying and not make any assumption.
You should be able to give it to them with informed consent. Companies should not allowed to trick you into giving it to them by hiding "consent" deep in some document that no one will ever read.
Its _almost_ like, and tell me if I'm crazy here, that Facebook may prefer making changes that benefit it while _appearing_ as if it were benefiting consumers.
Like surface-level changes that look good in a congressional hearing but actually just raise prices and increase ad-spending to maintain the same result.
I think in 1000 years Google search might be akin to the invention of the wheel in its impact on society. I’m not sure how Facebook will be viewed, but I don’t really see its benefit. I certainly don’t get anything out of the deal.
To a first approximation, every employee at google works in advertising. Google search is at its heart a publishing source for serving ads. If every one in advertising loses their job google search goes away.
Also, I don’t really see how this does much to protect anyone’s privacy, this mostly just makes running effective campaigns more complicated and expensive. The data is still being collected and sold, now you can’t just get it directly through Facebook anymore.