To compensate the losses due to the data restriction policies and iOS14 opt-out feature, Meta is developing a new ad product called “Basic Ads”. Meta officially didn’t share any information about this product.
In iOS14 Apple added the feature, users can use opt-out option to stop brands tracking them on any apps. Most Apple users effectively use this opt-out feature. So, advertising giants like Facebook can’t collect the iPhone user’s data. Also, many countries passed laws to secure their citizens’ online data. Example : GDPR and CCPA. Due to these changes, Facebook expected around $10 – $16 billion loss in 2022. So, Facebook tries to find another method of advertising to compensate the loss. Some leading ad buyers shared the information about fakebook’s new plan “Basic Ads” with Business Insider.
Meta Is Developing “Basic Ads”? Is It True?
Meta (formerly known as Facebook Inc) officially hasn’t shared any information about “Basic Ads” product. But, some trusted ad buyers open their mouth about Basic Ads. Also, there is a valid reason for meta to develop such a kind of new advertising product. Because, Facebook expected $10 – $16 billion loss in 2022 due to the iOS14 privacy restrictions. So, Facebook is looking for alternative ways to compensate this loss. So, they may develop Basic Ads.
How Basic Ads Will Work?
Facebook ad manager is already available and it continues. There advertisers can create and manage their ad campaigns. Also, many targeting options are available to reach the potential customers. Basic Ads will be a new product where advertisers can manage their ad campaigns separately. Basic Ads won’t use any data collected from the users. So, advertisers can buy the impressions at a very low price.
European GDPR law and California’s CCPA law restrict the data collection from the users. So, collecting user data becomes more complex. In Apple’s iOS14, users can opt-out apps to collect personal data.
So, meta developing basic ads product that deliver ads without using any data collected from the users. Brands can’t show any personalized ads or targetable ads. Basic ads completely work like television ads. But here, brands can monitor their performance and pay only for the delivered impressions. Also, they can see all measurements.
Basic Ads : Advantages
Brands can buy ad impressions at low cost compared with the other platforms.
Brands can use Basic Ads to run brand awareness campaigns, engagement campaigns.
Basic Ads : Disadvantages
The main feature of digital advertising is “Target”. Basic Ads never use the data collected from the user. So, brands can’t target their audiences.
