Facebook is Developing a 'Privacy-Safe' Ad Product, Report Says

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. From a report: '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. Vice reported in April that Meta was working on this product and planned to have it ready to test by January in Europe, home to the strict General Data Protection Regulation; the ad buyers said it hasn't been rolled out yet and that they're unclear when it will. It's expected to be tested in the US after an EU launch. The product would seem antithetical to the targeting tools that advertisers use Facebook for. 'Their 'basic ads' does contrast one of the biggest attributes of Facebook's ad platform: the granular of targeting,' the first ad buyer said. 'But ads that can still deliver scale while also able to usurp data regulations like CCPA and GDPR would still get dollars invested into Facebook.'

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