Marketers may not know that they almost saw reduced ad options. If Facebook hadn’t been able to access all of its data on 1.5 billion international users outside of the U.S. and the E.U., advertisers may have seen major changes in their data availability and possibly on their marketing results beginning on May 25. As it is, they may see such changes with E.U. citizens.
The storm raging around Facebook and the supposedly unauthorized use of data from 87 million members of its digital community by the British firm, Cambridge Analytica, is hardly surprising. That this data, scraped from Facebook’s files, was used to support Donald Trump’s election campaign just adds thunder and lightning and moves us one step closer to Big Brother not only watching us, but influencing our lives.
As a result of lawmakers’ concerns, Facebook has been quickly instituting new privacy policies about third-party data, which are already impacting marketers. Brands are also taking a closer look at their involvement with the social media network and deciding if advertising on it is worth it. Much like the platform’s users, they’re debating whether to #DeleteFacebook.
Today, Facebook users will see a notice at the top of their News Feeds, showing them which apps they use and what data those apps may house — which means that data is available to third parties. They’ll feel like products whose data is sold to marketers, instead of consumers served by data-backed marketing, according to an article yesterday in The New York Times.
Even as marketers struggle with Facebook’s changes in privacy permissions — Tinder was toast recently — the social media network’s CEO and co-founder is getting ready to testify to Congress next week. On Wednesday, he will speak to congressional committees to explain the alleged misuse of data by Cambridge Analytica, which obtained the data from Facebook via a third-party app.