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Meta is Developing a New ‘Basic Ads’ Product for Facebook to Counter Losses Due to Data Privacy Concerns



Meta Looks Set to Push Publishers Towards Short Video in New Pivot

A basic Facebook ads product, which doesn’t use advanced targeting? How would that work?

As reported by Business Insider, Meta is reportedly developing a new, privacy-friendly Facebook ads offering which would use a lot less user data for targeting.

As per BI:

“Facebook is in the early stages of developing a product that wouldn’t rely on any anonymized personal info from users, two ad buyers from different ad agencies told Insider. “Basic ads,” as Facebook engineers have been calling it, is aimed at brand advertisers that are trying to build awareness and shape perception of products. One of the buyers, who are known to Insider but spoke anonymously to preserve their relationship with Facebook, said it would be measured by basic metrics including engagement and video views.”

Engagement and video views, hey? That would theoretically mean that the performance and reach of your ad would be relative to how much engagement it generates. Create a good ad and your cost for exposure would reduce, as user interaction would help to fuel more reach in the algorithm.

Though that reach would not be as targeted – so the benefits you would glean from creating better ads would have to be counterbalanced by exposure to users who are never going to become your customers. Though some of them might, and the more reach you get, the more chances that you’ll connect with the right people, as opposed to honing in on them through Facebook’s current advanced targeting tools.

As such, Basic Ads, you would assume, would also be a cheaper Facebook ad option (though the price would be variable based on advertiser interest). The focus would be on building general brand awareness through broad audience exposure – so if you’re not looking to target any specific audience or group, you could run a basic ad, targeted to Facebook users more generally, while if you’re confident in your creative, it might also be a viable opportunity.


Though overall, these less targeted campaigns would also, you would assume, be far less effective in generating direct results. But then again, if the price is right, and you’re able to run broad-reaching campaigns, that could still be a good way to boost exposure, without utilizing more invasive user data elements.

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The product is being developed in response to Apple’s ATT update, which has seen many Facebook users opt out of personal data tracking in the app. Indeed, Meta noted in its Q4 2021 update that Apple’s new privacy prompts would cost the company around $10 billion in lost ad revenue throughout 2022. Some have put that estimate even higher, while there are also ongoing effects for Facebook in not being able to build its data banks.

Years of highly publicized privacy missteps have cost the company, with many of its 2.9 billion active users taking the opportunity, when prompted, to cut off Meta’s data access.

Meta has tried to curtail the trend by highlighting how targeted advertising helps SMBs, in particular. Though clearly, those pushes have had limited impact, leaving Meta to seek out new ways to mitigate the data losses, and keep the ad dollars coming in.

Providing alternate ad options could be one avenue to take, and at Meta’s scale, they’ll likely still attract significant ad spend, even with reduced targeting.

In some ways, it’s a step back to more traditional ad offerings, with TV and magazine ads never able to offer specific targeting at the level that Meta can. But the reach of each option is still enough of a lure to keep advertisers interested, and that’s largely the same principle that Meta seems to be applying in this approach.

But we don’t have the full details as yet.

According to BI, Meta was initially hoping to begin testing its Basic Ads product in January, but it didn’t meet that deadline. The option is expected to be tested in Europe first (where it will fit in with the expansion of the EU’s GDPR push), before being made available to US brands.

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting



YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

YouTube is testing out a new post type within its Community Posts element, while it’s also expanding access to ‘Membership Gifting’, which provides another way for creators to boost their audience in the app.

First off, on disappearing posts – YouTube’s running a new experiment that will enable selected creators to set a time limit on their Community Posts in the app, which will see those updates disappear after 24 or 72 hours.

As you can see in this example, the new option will enable you to set an expiration date for a Community Post, which will then see it automatically erased from view after that time.

YouTube says that creators have been seeking more ways to enhance engagement within the Community Posts element:

“We’ve heard from creators that they would like the ability to share content that is only available for a short period of time – for example, a special time-limited discount on merch or a special message for fans that manage to catch it before it expires.”

YouTube’s Community Posts, which it opened up to all channels with over 500 subscribers in September last year (down from 1,000 subs previously), enable creators to share text-based posts – which can include polls, GIFs, images, and video – within their Community tab.

YouTube Community Posts

That provides another way to extend your community-building efforts beyond video content and subsequent comments, which is more aligned with the engagement that you’ll find on in other social apps.

And soon, you’ll also be able to share disappearing posts too – though the initial test is only running with selected creators on Android devices to begin with.


“Viewers will be able to see that a post will expire in x hours at the top of the post in the community tab, and creators will see their expired posts in the ‘Community’ tab under the ‘Archived’ chip once it has expired. Creators can’t re-share expired posts, but we are planning on adding that functionality in the future.”

On another front, YouTube’s also expanding access to its ‘Membership Gifting’ option, which enables Channel members to purchase gift memberships, which are then distributed to other viewers who are not subscribed to the channel.

YouTube Membership Gifting

Which may seem a little odd, but the idea is that this is a support measure for creators, not a gift for friends, as such, providing a means to both give the creator revenue (as they get the usual cut from gifted memberships), while also helping them to boost their audience in the app.

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“Up until now, gifting memberships was in a limited beta stage only, and only accessible by a small number of creators. But with this launch, we’re expanding the number of creators that have access to gifting memberships. And as a creator, you can buy gift memberships for your community without becoming a member yourself.”

To be eligible for the program, Channels need to have memberships enabled at a level of $4.99. Viewers also need to opt in to receive gifts during a stream, which they can do by tapping on the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. 

It could be a handy option for building community in the app, and with many YouTubers inspiring legions of passionate fans, you can imagine that some will be more than happy to participate in helping to grow their favorite creators’ following.

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