Facebook's New PR Campaign Promotes Personalized Advertising Ahead of Apple's App Tracking Transparency Launch

[MacRumors]

Facebook is launching a new PR campaign that highlights how small businesses rely on personalized advertising to help their businesses grow from "an idea into a livelihood." The new campaign indirectly takes aim at App Tracking Transparency (ATT), an upcoming iOS 14 feature that will require apps to ask for a user's permission to opt into tracking for personalized advertising.

Starting with iOS and iPadOS 14.5, Facebook and other third-party apps will be required to show users a prompt that asks for their consent to be tracked across other apps and websites. If users opt in, the tracking helps Facebook, and other advertising providers gather information about a user's interest and habits in order to create and show them personalized ads.

The new campaign, called "Good Ideas Deserve To Be Found," launched today and will run for a total of 12 weeks across Facebook and appear in TV spots across the United States in cooperation with agency Droga5, according to CNBC. The video says that small businesses lack the tools to grow without the help of Facebook's personalized advertising, and that the ads help people find what they love and what they think is "cool."

Alongside the new campaign, Facebook is also rolling out a series of changes on the platform itself. Facebook says it will simplify its Ads Manager to make it easier for small businesses to utilize personalized marketing plans with an improved dashboard that can make viewing a campaign's performance easier, and allow for faster optimizations.

Facebook will also waive fees for small businesses using its Checkout on Shops feature through June 2021, and will keep in place its previously announced waiver of fees for paid online events until at least August of the year.

In the past few months, Facebook has ramped up its anti-Apple rhetoric and voiced strong disapproval for ATT. Facebook says it's concerned that once the change launches, it will severely impact small businesses that rely on personalized advertising. Facebook and others believe that the majority of users will opt out of tracking, make it significantly harder to show users personalized ads.

Earlier this month, Facebook released the prompt that it plans to show users once iOS and iPadOS 14.5 ships in the early spring. In the pop-up prompt, Facebook is asking users to consent to tracking in order to receive a "better ads experience." Facebook says that even if users don't consent to the tracking, they'll still receive ads, but that they'll be "less relevant."

Facebook is reportedly preparing an antitrust lawsuit against Apple, accusing the Cupertino tech giant of anticompetitive behavior with App Tracking Transparency, amongst other features such as iMessage.

Article Link: Facebook's New PR Campaign Promotes Personalized Advertising Ahead of Apple's App Tracking Transparency Launch

 

[contacos]

„Good ideas deserve to be found“ …

… But only if you pay us based on projected reach that doesn’t even tell the truth, otherwise we hide you from the feed

🤑🤑🤑

 

[eicca]

Pound sand, Zuck.

 

[yurc]

Another suckerberg propaganda

 

[lyngo]

Facebook… just go away. Please. Enough of this garbage.

 

[retta283]

Facebook needs a mass exodus immediately. It's not a particularly good platform to begin with but the company is absolute trash. Withdraw from any and all Facebook associated services you can afford to.

 

[breather]

A small business rap? Cool....

 

[Tres]

That is a terrible ad and the song is creepy and annoying.

 

[benshive]

Facebook needs a mass exodus immediately. It's not a particularly good platform to begin with but the company is absolute trash. Withdraw from any and all Facebook associated services you can afford to.

Every once and awhile when I decide to check out my Facebook feed again it's always just packed with a bunch of political misinformation. I steer clear of it at this point.

 

[Bluetoot-]

At least Facebook is forced to show its hand and reveal that its social media platforms are glorified web-portals and personal billboards.

edit: grammatical error

 

[tedwill]

No more being surprised when you're talking about a product and suddenly an ad appears on Facebook

 

[ClockWork72]

Alright, that’s it I’m getting rid of the final bit of FB I was holding on to for this one. Bye bye Insta! Suckerberg go away!

 

[Reedzev_]

This video doesn’t deserve to be found.

Ah yes, because it isn’t a good idea.

 

[ClockWork72]

At least Facebook is forced to show its hand and reveal that it's social media platforms are glorified web-portals and personal billboards.

True

 

[iStorm]

I've never understood "personalized advertising". It seems like they always show one of the following 1) something I was just looking at and already purchased, 2) something I was looking at for someone else but not interested in it for myself, or 3) something I've already determined I don't want. How about just showing me something random that I've never seen before and might not know about...you know, like the good ol' days on TV.

 

[_Spinn_]

Facebook is a joke and needs to go away. I'm glad Apple didn't back down on this.

It is scary that 1 company owns 4 of the top 6 social media/chat platforms: Facebook, WhatsApp, Facebook Messenger, and Instagram. If any company needs to have antitrust brought down on them it is Facebook.

Biggest social media platforms by users 2025| Statista

Facebook, YouTube, Instagram, and WhatsApp are the most popular social networks worldwide, each with at least two billion active users.

www.statista.com

 

[tevion5]

Facebook and others believe that the majority of users will opt out of tracking, make it significantly harder to show users personalized ads.

Yeah not sure "our services are so toxic most people will opt out given the option" is a killer argument in favour of FB

 

[colocolo]

Who are they advertising to?
Despite being personally against it, I can see why someone might value being served personalized ads. Thing is, Apple does not ban them. They just give power to the customers to choose if they want the tracking or to opt out.

So, who is this ad aimed to and what purpose does it serve? They plan to cause a mass people's revolt against Apple, make them look as the bad guys to the eyes of the uninformed?

 

[mzeb]

I’m still fine with personalized ads as long as it is transparent and optional. The big problem that I take with Facebook is that they don’t want to give users a clear option besides allow the ads or don’t use facebook. Worse still, they don’t want to tell users what they are doing.
This is how the choice was presented to us years ago so I stopped using Facebook.
By contrast, Windows 10 during its setup offers the ability to turn of “Advertiser ID.” It’s an easy and visible switch right there up front. And so, I’m happy to use Windows 10 because this option is there.
And I don’t think I’m alone. Based on what I know people are picking products more and more based on how much they feel they can trust a company. And Facebook isn’t winning here.

 

[FightTheFuture]

Who are they advertising to?
Despite being personally against it, I can see why someone might value being served personalized ads. Thing is, Apple does not ban them. They just give power to the customers to choose if they want the tracking or to opt out.

So, who is this ad aimed to and what purpose does it serve? They plan to cause a mass people's revolt against Apple, make them look as the bad guys to the eyes of the uninformed?

It’s an ad about ads

 

[NMBob]

As soon as "personalized ads" stops meaning getting nothing but ads for toasters for five weeks after I buy a toaster I will support their cause.

 

[nvmls]

OMG personalized ads. Revolutionary.

 

[BuddyTronic]

Facebook is launching a new PR campaign that highlights how small businesses rely on personalized advertising to help their businesses grow from "an idea into a livelihood." The new campaign indirectly takes aim at App Tracking Transparency (ATT), an upcoming iOS 14 feature that will require apps to ask for a user's permission to opt into tracking for personalized advertising.

Starting with iOS and iPadOS 14.5, Facebook and other third-party apps will be required to show users a prompt that asks for their consent to be tracked across other apps and websites. If users opt in, the tracking helps Facebook, and other advertising providers gather information about a user's interest and habits in order to create and show them personalized ads.

The new campaign, called "Good Ideas Deserve To Be Found," launched today and will run for a total of 12 weeks across Facebook and appear in TV spots across the United States in cooperation with agency Droga5, according to CNBC. The video says that small businesses lack the tools to grow without the help of Facebook's personalized advertising, and that the ads help people find what they love and what they think is "cool."

Alongside the new campaign, Facebook is also rolling out a series of changes on the platform itself. Facebook says it will simplify its Ads Manager to make it easier for small businesses to utilize personalized marketing plans with an improved dashboard that can make viewing a campaign's performance easier, and allow for faster optimizations.

Facebook will also waive fees for small businesses using its Checkout on Shops feature through June 2021, and will keep in place its previously announced waiver of fees for paid online events until at least August of the year.

In the past few months, Facebook has ramped up its anti-Apple rhetoric and voiced strong disapproval for ATT. Facebook says it's concerned that once the change launches, it will severely impact small businesses that rely on personalized advertising. Facebook and others believe that the majority of users will opt out of tracking, make it significantly harder to show users personalized ads.

Earlier this month, Facebook released the prompt that it plans to show users once iOS and iPadOS 14.5 ships in the early spring. In the pop-up prompt, Facebook is asking users to consent to tracking in order to receive a "better ads experience." Facebook says that even if users don't consent to the tracking, they'll still receive ads, but that they'll be "less relevant."

Facebook is reportedly preparing an antitrust lawsuit against Apple, accusing the Cupertino tech giant of anticompetitive behavior with App Tracking Transparency, amongst other features such as iMessage.

Article Link: Facebook's New PR Campaign Promotes Personalized Advertising Ahead of Apple's App Tracking Transparency Launch

That was ****ing creepy!

 

[akashagrawal]

Honestly, this is how it should be. Personalised tracking does enable a lot of good things. You get the right info when you need it, have systems that are smarter because of all the data they can rely on.

The important point is that tracking has tradeoffs, and companies should allow users the choice to say no. Since they can't be trusted to do this, it has to come from the platform they're running on.

If I were on Facebook's evil board of , I'd buy a mobile manufacturer, make the best possible phones (Facebook is not lacking talent), sell them cheap, load them up with trackers and profit. No one to hold their hand back there.

 

[BuddyTronic]

It’s an ad about ads

Yah, you'll like it.

It's good for you!

Creepy as heck