The Zuck Has Spoken

The Zuck Has Spoken

// from Facebook:

Although I have spoken with many of you just today and yesterday, I wanted to make you immediately aware of an update we received to third-party targeting, late this afternoon.

We have a responsibility for the use of data on our platform – and we want to ensure that people have transparency and control over how their information is used. Over the past week, we announced important changes to reduce the amount of data that apps can request from users and ensure that people have more control over their information on Facebook. Now, to build on these efforts, we are going to be more restrictive in the way that we use data for advertising on our platform, particularly as it relates to information from third-party data providers.

Specifically, over the next six months, we will remove the ability to use Partner Categories, a targeting solution that enables third-party data providers to offer their targeting directly on Facebook. While leveraging third-party data is a common industry practice and we’ve put good protections in place, we believe this step will help improve people’s privacy on Facebook.

We understand this may impact your advertising efforts on our platform, and we will work with you through this transition. In an attempt to minimize disruption, we will allow time for you to update your targeting. In light of the General Data Protection Regulation (GDPR) in the European Union, we have created a timeline to comply with the regulation:

  • May 10: After this date, you will no longer be able to create or edit campaign using Partner Categories built on audiences from the UK, Germany, and France; however, they will be allowed to continue running until May 24.
  • May 25: We will no longer deliver to Partner Categories built on audiences from the UK, Germany, and France, and these targeting options will no longer be available for use on our platform. You will notified to update any targeting containing impacted Partner Categories before this date.
  • June 30: Last day for creating new or editing existing campaigns using non-EU Partner Categories; they will be allowed to run until September 30.
  • October 1: All other Partner Categories will no longer be available as targeting options on our platform and we will stop delivering against these audiences. You will be notified to update your targeting by this date.

Protecting people’s information is the most important thing we do. You can expect to hear more from us in the coming weeks as we continue to work to make our platform safer.

 

Written by
John Max is the Marketing Manager at Engine. John has worked across multiple million dollar brands as well as white labeling with Agencies in the US, as well as Australia and New Zealand. With a background in marketing and a passion for eCommerce, John is responsible with sharing Engine with the world.