But smaller businesses usually have smaller budgets. Large advertisers might be able to afford expensive massive online marketing campaigns. This shift means different things for businesses of different sizes. But estimates say that the pandemic has accelerated the shift to selling goods and services online by as much as five years. Retailers have been increasing their reliance on online channels for years. Personalized ads help people access services, discover new products, and receive deals from the brands they care about. The answer is that we believe that personalized advertising provides the best experience for people and the best value for businesses – particularly small businesses, which make up the vast majority of Facebook’s nine million active advertisers across our services. These concerns are serious, and it’s become increasingly common for folks to ask us, why don’t you just stop showing personalized ads? And, as you know, the past few years have seen other concerns emerge, especially around particular kinds of ads, like political ads. Many of those have focused on privacy and data use, which is the area I cover at Facebook. The rise of personalized advertising has brought its own controversies, of course. We could make ads interesting to people by making them relevant. Personalization also made it easier to show ads without disrupting the user experience: once platforms made ads personalized, we didn’t need to show those flashing banners to get people’s attention. It created huge efficiencies for businesses of all sizes. This made it easier for businesses to reach people likely to be interested in their products. Online ad platforms found ways to use data to show better, more relevant ads – to make ads personalized. I think the key change has been the rise of personalization. And we know that businesses are now finding real value in online ads. Businesses were skeptical too: For a long time, advertisers didn’t believe online ads could be as valuable as TV and print ads.īut over the years, many of these spammy experiences have subsided. I certainly remember having content blocked or overlaid with flashing, annoying ads. Just to set some context, many of us will remember that online ads in the 1990s were spammy. It’s not a stretch to say that much of today’s Internet has been brought to us by ads. And they’re free because they’re supported by advertising. These services – from search and social networking, to video calls and private messaging – are all available to people for free. The Internet in 2020 includes a huge range of services, many of which have been critical during this pandemic. It’s hard to believe that the consumer Internet has entered its fourth decade. Below is a selection of our opening remarks. We shared how we’re building new tools to give people more control over their information and addressed how privacy and personalized advertising are not at odds. On Wednesday, September 23, 2020, Facebook joined a virtual discussion hosted by The Atlantic as part of The Atlantic Ideas Festival.
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