Facebook’s business model just about depends on targeted ads and user information. But with recent changes and regulations, it’ll become harder for the corporate to keep up its business. To face this issue, they need to start working with Google to develop privacy-enhancing techniques that deliver targeted ads but without taking user info. This move is in line with previous reports of Facebook trying to investigate encrypted data to focus on ads.
targeted ads till now have worked in a similar manner where they take user information directly or through cookies. However, Facebook’s new initiative can be an industry changer. With this new technology, users won’t just quit their data to companies, much to the latter’s disappointment.
Previously, the EU and therefore the US have passed legislation regarding ‘microtargeted ads’ and ‘surveillance of users’ by dominant internet companies. Even Apple has made it so developers ask users for permission to trace them across other apps for targeting ads. Google is additionally planning for something similar for Android.
How will Facebook targeted ads affect user privacy?
Even Facebook has acknowledged that its targeted ads must change, or it’ll likely hurt its revenue growth. So for the last year, they have been testing the Private Lift Measurement solution with select advertisers. This uses a privacy-enhancing technology called secure multi-party computation. This technology is used by advertisers to help with their campaigns while also adding layers of privacy to limit user information.
Using this technology, Facebook can keep its obligations to advertisers while also making users feel safer. they’re also looking towards applications of on-device learning. this can involve processing data locally on user’s devices instead of sending individual data to an overseas server or cloud.
Will this improve Facebook’s user privacy?
Next year, advertisers will find this technology available, but time alone can tell us how well it does. We all understand how important user data is to companies as their businesses rely heavily upon them. Especially considering Facebook has fought a protracted fight to justify its data collection.
Follow and connect with us on Facebook, LinkedIn & Twitter
