The beginning of July is normally signaled by red, white and blue fireworks decorating the night sky. However, on July 2, it will ring with Facebook notifications about Custom Audience changes for digital and social media marketers.
Facebook is launching a series of changes to their custom audience targeting feature, which allow advertisers to upload custom audience lists (i.e. emails, names, phone numbers) to Facebook. The lists allow advertisers to reach consumers who will most likely interact with their business through direct targeting. Facebook said this update will let consumers know why certain advertisements are being displayed on their feed and allow for more transparency and accountability on the platform.
Take a look at the changes they are making and how it can affect the way your business targets on Facebook after the update goes into effect.
Specifying where you got your information after uploading a custom audience list.
When you upload a list, a pop-up will appear on your screen asking you to specify the origin of your audience information. There will be three options to choose from: directly from customers, directly from partners or a hybrid of partners and customers. Directly from customers means that you obtained their information through an email sign-up, membership file, or buyers information. Directly from partners means that you obtained this information through an agency or data provider. The hybrid is a combination of receiving the information from both parties.
Adding a “Why am I seeing this?” drop-down menu.
The drop-down menu directly shows the consumer why they are seeing a particular ad. For example, if someone is seeing an ad for Starbucks Coffee and they click on the drop-down menu, it will tell them how Starbucks received their information. It will also tell them if they are able to reach that particular consumer by phone or email and the reason for targeting them. The reason could be because of an age demographic, current location or recent buyers list (just to name a few). As always, people can still choose to change their ad preferences within their Facebook settings, but this information will improve transparency and help consumers understand why they are seeing an ad.
Updates to Audience Sharing Requirements.
When you share a custom audience list with another party (i.e. an agency), you will have to establish an audience-sharing relationship through the Facebook Business Manager. This requires both parties to agree to the new custom audience terms. The terms let Facebook know you understand the policy and hold you accountable for complying with Facebook terms and the law.
More notifications about Terms Education.
You will start to see more notifications about the responsibility to honor and protect your consumer’s privacy before running ads. While Facebook’s original responsibilities have not changed, the reminders are for all people running ads and not just the administrators of the accounts.