Zuckerberg's announcement creates big unknowns for Facebook’s gigantic ad business and for its advertisers, observers said.
Mark Zuckerberg just announced in a blog post that Facebook would shift its focus from public posts to private, ephemeral communication on its messaging apps.
The 3,200-word post mainly talks about protecting people's privacy when they use Facebook properties, after the company has come under fire for permitting the misuse of users' data. But it also has potential big implications for its lifeblood, advertising, and the marketers that use the social network to reach its 2 billion users.
"Right now, marketers can get up messenger bots, and what they should start doing today is think of the touchpoints of personalization that can occur after someone consumes some content on Instagram," he said. Anita Walsh, VP, social strategy & marketplace buying at Horizon Media, said this is a good time for marketers to double down on Stories and messenger bots, which some brands have mastered for utility-based transactions like doing returns and making reservations.
"Facebook is investing heavily in content partnerships so that level of consumption seems to be also on the roadmap and that will help with any concerns about rich targeting," she said.
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