Facebook has changed and your digital strategy must adjust

In July, Facebook announced the removal of Partner categories from its advertising interface. He then extended the date to August 15, giving digital marketers a few precious extra weeks to create, duplicate, and edit past campaigns from non-Partner categories.

Facebook also has other changes planned, and several will take effect between now and the end of September. There are good reasons for the changes: The Cambridge Analytica paper exposed the social media platform's detailed targeting options and personal information sharing. The public disclosures embroiled Facebook with users and led to an investigation by the US Congress.

For example, Facebook will soon stop showing audience reach estimates for any campaigns that use "Personal Audience Targeting." It's a major change, as Custom Audiences have always been a platform-defining feature for Facebook ads. They enable advertisers to explore any target audience segment and better understand trends, from in-market and buying behaviors to age, gender, household income and other demographics.

It looks like the social media giant is taking a definite step towards a more privacy-oriented advertising model. Here's a guide to help decipher the real impact digital marketers will see from this and other transitions.

New terms and conditions.

You must agree to the new Custom Audience Terms and Conditions of Use each time you upload a Custom Audience. This is to ensure that you and your company have permission to use the data included in the audiences.

Goodbye, Partners.

Facebook will phase out Partner categories that allowed advertisers to target based on third-party data from well-known data brands. This collaboration allowed for greater integration across channels such as display, video, and native, to name a few. If you base your strategy on property, investment, credit card, and other information, you'll need to restructure your segmentation strategy. If you are willing to lose important sources of traffic, you may want to consider using simulated audiences to help make up for that loss. Another strategy: Test small and multiple audiences until you find the most profitable ones for your brand.

Share the audience

Before sharing an account with a Facebook ad account owned by another business manager, you and the other account holder must establish an audience sharing relationship. You will need this by August 15 if you want to avoid missing all the hearings. It's urgent and can take a long time, but it won't affect your overall business performance if you do it right.

Provision of information

To align with Facebook's new transparency standards, advertisers will now be required to share the source of their audience information through the custom audience certification tool. Advertisers must specify whether the audience list was collected by their company or obtained through a partner-intermediary, such as Cambridge Analytica or GDPR, to upload as their own.

Users, in turn, will be able to verify the reasons why they see an ad. This means that marketers won't be able to use lists unless people have specifically agreed to be on the list.

There are two good news for marketers. First, Facebook can't afford to lose its advertisers. Mobile advertising generates 90 percent of Facebook's revenue. Second, marketers can still gather insights by combining the right interest targeting strategies and defining their most promising audiences.

However, the question remains: is this the beginning of the end of the era of abundant information gathering and sharing that fueled the effectiveness of digital marketing for brands? Advertisers will have to wait and see how these changes ultimately affect Facebook's revenue and future policies.

By: Joseph Angersoen
21 de August de 2018
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With more than 20 years of experience working in technology, web design and development, marketing and data analysis. We offer solutions to the challenges of today's competitiveness in an increasingly digitized world.

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