As Facebook’s ongoing battle with the Australian government over the News Media Bargaining Code reaches a resolution, over in the US, the social media platform is engaged in another high-profile dispute.
Facebook and Apple are currently at loggerheads over upcoming privacy changes for iOS, which will make it harder for advertisers to target users on mobile phones.
Under the changes, Apple will deprecate the previously used Identifier for Advertisers (IDFA) and ask users to opt-in for targeted ads.
Apple says that the changes will help better protect user privacy, while Facebook warns that the changes will hurt the many small businesses that use the platform to find new customers.
Apple’s changes are expected to be finalised in the coming months. To help minimise the impact it will have on its ads business, Facebook will add a prompt to encourage users to share their information.
To promote the importance of targeted ads, Facebook has released ‘Good Ideas Deserve To Be Found’, a new ad from agency of record Droga5.
The ad is narrated by singer/actress/model Grace Jones who provides a synopsis of all the weird and wacky businesses that might turn to Facebook to advertise.
Jones encourages Facebook users to “embrace your niche desire” and suggests that “small businesses and people make connections so profound” using personalised ads.
The ad is part of a wider initiative on Facebook, to help small businesses on the platform continue to adertise effectively.
“We’re introducing Good Ideas Deserve To Be Found, an initiative that highlights how personalized ads are an important way people discover small businesses on Facebook and Instagram, and how these ads help small businesses grow from an idea into a livelihood,” Facebook said in an announcement.
“It’s a critical time to have this conversation because small businesses are facing the greatest challenge of their lifetimes, with 47 per cent saying they might not survive the next six months, or are unsure of how long they will stay afloat if current circumstances persist.”
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