Facebook launches new ad campaign in response to Apple's upcoming IDFA update

Since Apple announced plans to change the IDFA terms with the update of its iOS14 system last summer, the personalized advertising of social media platforms such as Facebook has suffered a heavy blow, causing concerns among many advertisers and small business owners.

IDFA is an identifier that can be used to track the online activities of Apple users and to deliver personalized ads based on this. After the update, Apple will prompt users with specific information about the data collected and how it is used by each application they open, and also provide the option to block any application from such tracking.

As soon as the news of Apple's adjustment of its IDFA policy came out, Facebook warned in August that the advertising effectiveness of its Audience Network advertisers would be greatly reduced, and the revenue obtained from advertising might also drop by more than 50%, or even lose all the money.

While it’s unclear what impact Apple’s IDFA policy changes will have, Facebook is doing its best to gain a firm foothold and help advertising partners be fully prepared.

In December, in a public protest against Apple's IDFA privacy changes expected in "early spring" of this year, Facebook said: "Perhaps Facebook needs to explain to users why it collects so much data and why it will continue to collect it in the future, so as to provide them with a better experience."

So, Facebook, which “walks the talk,” launched an ad campaign called “Good Ideas Deserve to Be Found” yesterday and added a label of the same name to better explain why personalized ads are a good thing and why users shouldn’t turn off data tracking.

In addition to launching the above advertising campaigns, Facebook has also released other ways to help small and medium-sized businesses with advertising marketing, including:

Simplify Ads Manager to help sellers start personalized marketing more easily ;

Two free measures: Businesses can use the Checkout on Shops tool for free until June of this year ; Facebook will waive fees for businesses' paid online event products until at least August 2021 ;

A new “restricted login mode” for developers to enable them to continue collecting some user data without being completely blocked by the new IDFA prompt;

Launched a new microsite to provide alternative advertising options and tools for its Audience Network advertisers .

Facebook said that every business starts with an idea, and personalized advertising can help small and medium-sized businesses become a real "game changer." Apple's restrictions on personalized advertising will deprive businesses of vital growth momentum.

However, whether Facebook's "self-rescue movement" can be successful depends on the public's attitude . The public may believe that continuing to allow data tracking can help the development of small and medium-sized enterprises, or they may think that this is just helping Facebook continue to make money.

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