New This Week: Facebook Advertising Policy Updates

Last updated on: 2018


Attention, marketers! There are more Facebook advertising policy updates taking effect in the next few weeks that will affect your ability to target consumers based on third-party data. In an effort to quell backlash from advertisers, Facebook has announced that it will be allowing advertisers to use information they have received from data brokers to target consumers in their online advertising, but with one big condition: advertisers will be required to tell their consumers if a data broker supplied the information used to target them for the ad. Advertisers will also need to ensure that the data they are uploading was legally acquired with all proper consent needed from the consumers.

Wait, didn’t Facebook just banished third-party data?

During their initial privacy policy revamp, Facebook had announced they would no longer allow advertisers to target using any kind of information purchased from data brokers. (Need a refresher on these policies? Check out this article.) As a result, many large advertisers threatened to pull their ad budgets away from the platform. To appease these advertisers, the social media giant has taken a step back and created a way for data broker information to still be used for targeting campaigns. Starting July 2nd, when using data from third-parties, advertisers must disclose to users they are being served an ad based off of information acquired from data brokers. The reasoning? Facebook says This seems to be Facebook’s attempt at appeasing both advertisers and consumers on a topic that has brought them to the forefront of the privacy debate.

“We are not taking a position on whether third-party data is inherently good or bad. We are taking a position on the importance of having the right to use the data and for it to have been sourced responsibly.” said Graham Mudd, a director of product marketing at Facebook, to Reuters.

It will be interesting to see how Facebook advertising policy updates continue to evolve as they work towards a more harmonious balance between marketers, policy makers and consumers.

On one hand, if they do not provide enough transparency for policy makers and consumers, they will lose their trust again, which could cause users to leave the platform. On the other hand, if marketers feel they cannot adequately target the correct consumers, they may begin pulling their advertising budgets away from Facebook and turning to other platforms that will allow them more direct access to the correct users. It is a fine line that they will have to tread going forward!

Will you use third-party information for campaign targeting in the future? Let us know in the comments!

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Becca is a copywriter, copy editor, and content manager at Taylor & Pond. Originally from Montana, she has a passion for the outdoors as well as good books, grammar, coffee, and the Oxford comma. In her spare time, Becca enjoys doing crosswords, taking spin classes, watching sports, and spending time with good friends.