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Facebook Wants You To Want Personalized Ads. It’s Not Going Well

Facebook Wants You To Want Personalized Ads. It’s Not Going Well

3/3/2021 10:00:00 AM

Facebook Wants You To Want Personalized Ads. It’s Not Going Well

There’s an unlisted Facebook video on YouTube with over 37,000 views and 132 likes. And 5,200 dislikes.

It also has 5,200 dislikes.It’s part of Facebook’s “Good Ideas Deserve To Be Found” campaign. On the surface it’s all about small business succeeding. But essentially it is about the benefits of personalized advertising, and ultimately is about you clicking OK when iOS 14.5 hits early this month, you install an app, and it asks for tracking permissions.

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Apple's new app tracking transparency pop-up will show in iOS 14.5 every time you install an app, if... [+]the app's publishers want to track marketing performance.John KoetsierPersonalized ads are only possible if advertising giants like Facebook and Google build and maintain vast identity graphs. They use smartphone identifiers like Apple’s IDFA (Identifier for Advertisers) or Google’s GAID (Google Ad ID) to measure which ads work and track your app installs over time. That helps them build a profile of who you are and what you like, and over time as you link your Facebook or Google accounts, they can enrich that profile with more data.

(Smaller adtech companies can do this as well. The same technology enables profiling similar to what Cambridge Analytica used for political campaigns.)Now that they know what you like and what you do and what age you are and where you live and many other things, they can vastly increase advertising efficiency over merely contextual targeting (think finance ads in a finance app). headtopics.com

Read more: Forbes »

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