Privacy Enhance Technologies Being Rolled Out on Facebook
To both maintain the privacy and security of its users, and also keep advertisers and businesses happy, Facebook looking at certain Privacy Enhanced Technologies (PETs) to appease both audiences. These PETs take inspiration from techniques in cryptography and statistics and use on-device learning to minimise the amount of private data process while still track and measure engagement for personalisation. These on-device PETs ensure that the algorithm will process information on a user’s device only, rather than store and process data on a remote or cloud-based server. In other words, the data will be kept and stored privately on the device to make it safer and more secure for users.
Instagram to Potentially Rollout Ads in Shop Tab
With recent measures in place to increase user privacy, Instagram is testing new methods that take them a step away from third-party cookies and tracking across multiple apps. Recently, Instagram has been testing included ad placements in their Shop tab for a number of retailers in the U.S. The ads are displayed in either a single image or a carousel of images. The move from third-party cookies to promoting their Shop tab will potentially help retailers and advertisers better track and record activities happening within the app, and give marketers greater control over their ad targets. Instagram plans on rolling out these placements globally in the months to come.
YouTube and Display Ads now with Attribution Models
Google Ads recently upgraded their attribution models to now include both YouTube and Google Display ads. The additional support attribution models provide is that they help give marketers and advertisers a better picture of the journey a user undergoes towards an online conversion. Attribution models are great sources of analysis, particularly for optimising ad campaigns for greater engagement and conversions. Another feature of this upgrade is the ability to view the impact and data of your Search, Display, and YouTube ads all in one place, giving marketers a place to compare their campaigns across platforms.
Google to block ads targeting people under 18 based on age, gender or interests
With online schooling becoming more prevalent in the past year, Google has decided to pass some measures to protect children’s privacy and security. To do that, Google is adding an increased number of safeguards and measures to filter and prevent age-sensitive ad categories from being shown to teen. They have also decided to block ad targeting based on age, gender or interests for users under 18. The change should not be a major cause for concern for advertisers, however, businesses and marketers should expect some audiences to be removed from the ad targeting. Lastly, Google is also adding a policy that now enables users under 18, and their parents or guardians, to request the removal of a minor’s images from Google Image search results, giving them added control and privacy.