Facebook says there are such things as “bad ads,” even from brands that pay Facebook to show them. And Facebook has a way to fix that, writes Andrew Bosworth, Facebook VP of ads and business platform, in his Tuesday blog post.
In his post, “Boz” says Facebook now offers an ad preference tool for users. Consumers can click on the chevron above an ad and find out why they’re seeing it, decide that they don’t want to see it or save it. In addition to being able to tell Facebook the individual ad is useful to them, users can go to a landing page with interest areas and check off what they do and don’t find relevant. Facebook will then only show them ads relevant to them, which Boz says will complement their interests — such as knowing when their favorite bands have concerts near them.
No More Payoffs, But More PC Ads
Boz says Facebook’s option is even better for users than ad-blocking software has been, because consumers may not even be fully protected by ad-blocking software.
“Rather than paying ad blocking companies to unblock the ads we show — as some of these companies have invited us to do in the past — we’re putting control in people’s hands with our updated ad preferences and our other advertising controls,” he says.
“Eyeo GmbH,” reads the article Tuesday in the WSJ, “the company behind popular desktop ad-blocking tool Adblock Plus, accepts payment from more than 70 companies in exchange for letting their ads through its filter.”
And the payoffs aren’t from marketers consumers may consider shady. On Tuesday, Mashable reports Google, Microsoft and “content farm Taboola” paid Eyeo to circumvent the ad blockers.
On Tuesday, Adweek writes that consumers who still use ad blockers on their devices will see ads on their desktop computers. Tuesday’s announcement actually reflects an expansion of ad displays, according to Adweek’s Marty Swant.
“That doesn't mean it's letting up on mobile,” Swant says. “Earlier this year, it began making its Facebook Audience Network available outside of native apps, allowing publishers and advertisers to use Facebook's targeting across the mobile Web.”
Opt-ins Aren’t All-Access Passes
Marketers who think they’ve already got permission to show Facebook users ads may want to think again.
“We also heard that people want to be able to stop seeing ads from businesses or organizations who have added them to their customer lists,” Boz says, “and so we are adding tools that allow people to do this.”
Hiking, food, coffee, ice climbing and 16 other preference options show up on the landing page of interests consumers can specify in the video Facebook shows on Tuesday. This display of the preference center’s capabilities spells out, for instance, that a user can opt out of ever seeing coffee-related ads.
What do you think, marketers?
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