[by: Brandy Haslam, MBA]
Senator, we run ads.
Okay, so this has been the butt of jokes, hilarious memes and brilliantly Photoshopped pictures of Mark Zuckerberg as Data from Star Trek (they do look creepily similar!), but in all seriousness, the issue of personal data security is kind of a big deal.
Over the last week, we’ve had clients ask us how the Facebook debacle with Cambridge Analytica will affect advertising and with most of us not being super familiar with how all of the behind-the-scenes advertising works, it’s a pretty relevant question.
The short answer is that the privacy changes really won’t have much, if any, impact on the performance of ads for companies in the medical and clinical research industry.
The majority of changes will instead be felt by political advertisers and those buying “issue ads.” Facebook announced that it will require political advertisers to be verified and in addition, anyone buying political-based ads will have to go through the same process.
The Honest Ads Act, a bipartisan legislation introduced earlier last year, is pushing for ad transparency which would require, among other things, that advertisers disclose who is paying for the ads.
Other changes being brought forth by Facebook that may weigh more heavily among some advertisers is the elimination of third-party data targeting. Companies like Experian and Acxiom, who have helped to supplement Facebook’s data to target specific sets of users, will no longer be part of the picture.
This may hurt advertisers that have previously relied on such data sets.
For those of us in the clinical research and medical industries where much of our targeting doesn’t rely on third-party data, (and we’re not politicians or political advertisers) there’s not too much to worry about.
Like we’ve been doing since the advent of social media, most of us will continue to use Facebook, Instagram, Twitter and all of the other platforms just like we always have. Although many of us may be a bit more careful about the information we share and even more may be skeptical of political ads, social media marketing will remain alive and well.
Have more questions about digital media? That’s why we’re here! Call us at (866) YES-BLOOM or better yet, message us on Facebook! Cheers!