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Meta Announces New Privacy-Focused Ad Targeting Solutions, Improvements in Automated Targeting
"We're rolling out Advantage custom audience, a new targeting automation product that leverages an advertiser's Custom Audience to reach new and existing customers. This is similar to Lookalike audiences that find people who are likely to be interested in your business, except that Advantage custom audience goes beyond the 1%, 5% or 10% similarity ranges you are used to, while also prioritizing delivery of ads to people in your Custom Audience."
Typically, we show Click to Messenger ads to people who are most likely to initiate a conversation with a business on WhatsApp, Messenger or Instagram Direct. With this update, we're introducing the ability for advertisers to run Click to Messenger ads which will reach the people who are most likely to make a purchase in a thread."
"For example, we collaborated with academics from Northwestern University and the University of Chicago to better understand the value of offsite data for ads personalization, in part to help guide the development of solutions that leverage privacy-enhancing technologies. The research reveals that advertisers' costs increased by 37% when removing offsite data from the ad delivery system with outsized impact on smaller advertisers in CPG, retail, and e-commerce, who are often more reliant on digital performance advertising than larger, more established companies."
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Marketing
Interesting read.
Meta Announces New Privacy-Focused Ad Targeting Solutions, Improvements in Automated Targeting
On this front, Meta has today outlined a range of new ad measures, beginning with a new element within its Advantage ad suite, which incorporates Meta's
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This is similar to Lookalike audiences that find people who are likely to be interested in your business, except that Advantage custom audience goes beyond the 1%, 5% or 10% similarity ranges you are used to, while also prioritizing delivery of ads to people in your Custom Audience."
...
With this update, we're introducing the ability for advertisers to run Click to Messenger ads which will reach the people who are most likely to make a purchase in a thread."
"For example, we collaborated with academics from Northwestern University and the University of Chicago to better understand the value of offsite data for ads personalization, in part to help guide the development of solutions that leverage privacy-enhancing technologies.
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We're working with partners like Coursera to give people, businesses, creators and developers the tools needed to succeed as the metaverse takes shape."
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