Meta developing New ‘Basic Ads’ Advertising for Facebook

Business Insider revealed on June 2 that Meta was working on a new advertising service for its social network Facebook. This new tool, referred to internally as Basic Ads, allows advertisers to promote their products without using users’ personally identifiable information.

Rethinking Advertising As questions grow about the private information collected by applications, Facebook is preparing a new advertising model. The basic ads, which are still in the early stages of development, will use the engagement rate as well as the videos viewed on the platform to target potential customers.

It is this technique that the current social network advertising service uses. It allows brands to reach a specific audience of consumers using their personal information collected on third-party websites and applications. The new model will first be tested in Europe before being exported to the United States. At this time no date has been mentioned.

Facebook is trying to stay afloat Ad targeting is becoming increasingly difficult for players in this space. Especially because of the App Tracking Transparency (ATT) introduced by Apple in April 2021 during the iOS 14.5 update. This feature gives users the ability to choose whether to share their data with an app for advertising purposes.

The arrival of the ATT has caused great concern to Facebook. Meta, its parent company, also announced during its financial report for the last quarter of 2021 that it was very badly impacted by this change.

Data management company Lotame estimates that ATT’s damage to Meta could amount to $12.8 billion in revenue by 2022. The challenge for Facebook now is to attract advertisers to a new advertising model. This business plays an important role for the social media giant. In 2021, 97% of the social network’s revenue came from advertising.

Meta developing New ‘Basic Ads’ Advertising for Facebook

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