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Making it Easy to Scale More Personalized Ad Experiences

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Facebook machine learning combines data and signals from our platform, with insights you share, in order to make predictions for who the right people are for a given message. As people take different actions on and off Facebook, it creates intent signals that help us deliver a more tailored ad experience. We do this for both Organic and Paid content. We’ll continue to invest in these prediction models in the future, leading to stronger business outcomes and a better overall experience for people.

Dynamic Formats and Ad Creative for Dynamic Ads

The dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it. We know, for example, that many consumers prefer one format (e.g. collection) or another (e.g. carousel), and are more likely to engage or convert when they view content in their preferred format. This allows you to dynamically show different ad formats and information to people based on what they are most likely to respond to. You can leverage this solution within the Facebook Dynamic Ad unit when creating ads for the catalog sales, traffic and conversions objectives in Ads Manager or the API.

In a recent test of 12 eCommerce and Retail advertisers, we found that leveraging dynamic formats and ad creative outperformed carousel-only ads in driving lift across content views, add-to-cart, purchases, and sales. Results further showed an average of 34% improvement in incremental ROAS, 10% improvement in lift and 6% lower cost per incremental purchase, compared to carousel-only ads.1

Multiple Text Optimization in Single-Media Ads

Multiple text optimization enables advertisers to input multiple text options for the primary text, headline and description fields, when creating single-media ads for traffic, app installs and conversions objectives. This allows our ad system to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by our machine learning models.

Auto-translated Languages for Single-Media Ads

We are also making it easier for advertisers to leverage auto-translation for single media ads in Ads Manager. By using the “add languages” feature, advertisers can reach their international customers with messages in the local language quickly and efficiently. This helps advertisers save on resources to produce their own translations for key languages, while giving them controls to review and provide their own translations, should they prefer it.

The Latest News from Facebook for Business

FACEBOOK

Helping Prevent Discrimination in Ads that Offer Housing, Employment or Credit Opportunities.

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iscrimination has no place on Facebook, and our advertising policies have long prohibited unlawful discrimination. Over the last year, our auditors have released two progress updates on Facebook’s Civil Rights Audit and we reached a historic settlement with leading civil rights organizations. As part of the settlement, we introduced a new process for how advertisers based in the US, or trying to reach audiences in the US, can buy ads that offer housing, employment or credit opportunities. These ads are known as Special Ad Categories and are restricted from using the following targeting criteria: age, gender, ZIP code, multicultural affinity or any detailed options describing or appearing to relate to protected characteristics.The Latest News from Facebook for Business

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Facebook Brings WhatsApp Integration to Its Revamped Crisis Response Tool

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Social network giant Facebook is adding a WhatsApp button to crisis response tool, its disaster-reporting and communications feature where a user requests or offers help during a time of emergency. The tool is being used in 300 crises in more than 80 countries presently.

The new feature will allow people in affected areas to provide real-time information related to any disaster, TechCrunch.com reported on Tuesday.

Formerly, replies to requests on Facebook’s crisis response pages could only be sent with Facebook Messenger.

The update allow the social network to provide this information to state and local officials, as well as federal relief agencies such as Direct Relief and the National Alliance for Public Safety GIS Foundation.

Facebook is also expanding its Data for Good tools, using its data to provide relief organisations with information on where to distribute supplies, based on aggregated, anonymised data.

Additionally, Facebook is also updating its disaster maps to be more accurate in collaboration with agencies such as the International Displacement Monitoring Centre.

The new features will allow for photo and video sharing within the Crisis Response centre on Facebook.

Crisis Response originally developed out of a handful of features that help family, friends and communities support one another in the wake of a disaster.

NDTV Gadgets360.com

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Facebook to Allow Transfer of Photos, Videos to Google, Other Rivals

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Facebook started testing a tool on Monday that lets users move their images more easily to other online services, as it faces pressure from regulators to loosen its grip on data. The social network’s new tool will allow people to transfer their photos and videos directly to competing platforms, starting with Google Photos. The company said it will first be available to people in Ireland and will be refined based on user feedback.

The tool will then be rolled out worldwide in the first half of 2020.

US and European regulators have been examining Facebook’s control of personal data such as images as they look into whether the tech giant’s dominance is stifling competition and limiting choice for consumers. Facebook CEO Mark Zuckerberg has reacted by calling for new rules to address “data portability” and other issues.

Facebook said that as it worked on a new set of data portability tools, it had discussions with policymakers, regulators, and academics in the UK, Germany, Brazil, and Singapore to learn about which data should be portable and how to protect privacy.

The company is developing products that “take into account the feedback we’ve received and will help drive data portability policies forward by giving people and experts a tool to assess,” Steve Satterfield, director of privacy and public policy, said in a blog post.

NDTV Gadgets360.com

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