Privacy. We all want it but it’s hard to obtain in our digital day and age. Facebook understands they have a mountain to climb when it comes to earning back users’ trust and they are making up ground with their latest announcements.
Think transparency, advertising and targeting. Facebook is rolling out a feature that will allow users to see and manage their off-Facebook activity. They are giving back control (or at least some) to the people.
What does this mean? Why should you care? How do you use this tool? All great questions we’re here to help answer.
What does this mean?
You are taking back control and gaining access to the information gathered about you when you are off Facebook. Have you noticed the ads that pop up on the side of your timeline when you’re on Facebook? And how they look very familiar to those late-night searches you made the other day? That is off-Facebook activity someone has tracked.
You now have the ability to find out who is gathering information on you and how that information is being used. The goal? To improve the way you feel about ads and how businesses use your information.
If you choose to opt-out of the tracking feature, you will begin to see less relevant ads as your search and purchase history will not be taken into account. The ad experience you receive while on Facebook will change due to advisters no longer having access to your individual preferences.
Why should you care?
Knowledge is power. It’s also privacy. Facebook wants you to know how and why businesses are gathering this information so you can understand the importance of sharing it.
Would you be more willing to use or support a good/service if you knew how and why they were advertising to you? We would.
Education is the key here. You now have the ability to turn on or off these off-Facebook activity settings allowing you to control who and what has access to your information.
The ball is now in your court.
How do I use this tool?
Facebook is giving you the opportunity to opt in to this feature if you’d like. To turn off the managing off-Facebook activity feature, all you need to do is:
- Head to your “Settings” and click on the following…
- “Ads” (located at the bottom of the left hand sidebar)
- “Ad Settings”
- “Ads based on data from partners”
- Select either “Allowed” or “Not Allowed” on the dropdown
- Repeat for step 5 with “Ads based on your activity on Facebook Company Products that you see elsewhere”
You can also see which advertisers have uploaded lists with your data on it, your interests, and your information.
Fair warning, it is an “all or nothing” option. You can either allow for advertisers to track your activity or not but there is no inbetween. The choice is yours.
Once you’ve updated the settings to what you prefer, you’re done—and now you’re private (at least more than you were a few minutes ago)!
What do we think about this new feature?
At the end of the day, you will see ads whether you opt-in or out of this feature but the ad experience will be different depending on your choice. We see value in having ads geared towards you specifically and your preferences.
This announcement did cause us to take a step back and evaluate its effects on retargeting people via Facebook. After further discussions, we are confident that there will be little to no impact as we believe user adoption will be relatively low. Interested in how we utilize retargeting in our marketing strategies? Stay tuned for further explanation in an upcoming Creative Edge article…
We support Facebook making strides in protecting user privacy and encouraging more transparency among businesses. It is our job to stay ahead of the curve and in the know when it comes to digital marketing. And we are confident in our ability to launch effective marketing campaigns for you with this new feature in place.
At the end of the day, your privacy is of the utmost importance to us so we understand why Facebook created this new feature and are excited to see the future of Facebook.