The Newsstand - December 2017

Facebook Announces New Plans for “Ad Transparency”

Facebook Advertisers, here is some big news for you!

Our favorite social media giant has recently announced new plans for ad transparency, which will allow Facebook users (including brands) to openly view all the ads run by a page/advertiser.

According to Facebook, people (and brands) will be able to see a new tab called “View Ads” on all pages starting from next month. Clicking the tab would give them access to all the active ads being run by the advertiser at the time, so they can get a better idea of what’s being advertised to them.

The Need for Transparency

There is a reason why Facebook has always been so popular among social media advertisers. The platform offers amazing tools and features for precise targeting and an immersing, native experience that hardly ever disturbs its users as they scroll through their news feeds. With greater popularity, however, comes greater responsibility.

In order to keep up with its original intent of connecting people, Facebook felt the need to break down its “walls” and give people better access to whatever is being shown to them. Although seemingly triggered by the Russian interference in US elections on Facebook, these transparency plans have been in the pipeline for a very long time.

How does this affect Advertisers?

When there is a change in the platform, there is a change in the rules of the game.

For starters, both advertisers and marketers should now be more careful of whatever they post. Transparency means more people now have access to all the multiple messages you’ve sent out to different segments, and this leads to greater accountability for all of your ads.

Moreover, ad transparency also ensures a level playing field for all the brands and marketers on Facebook. Just like competitors can now openly learn about your advertising strategy (the types of messages you post, the frequency, etc.), you can also learn from other brands!

The change also offers marketers a huge opportunity to use their creativity to turn this feature to their advantage, such as launching an innovative ad campaign designed to communicate a message across a series of different ads.

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