Since the Cambridge Analytica scandal in 2018 and the introduction of the GDPR on May 28, 2018, brands have changed their approach to digital marketing and advertising. Consumer privacy is better protected by the introduction of Apple’s ITP (Intelligent Tracking Prevention) among others. An improvement for the consumer, a challenge for the marketer as ITP limits the ability of advertisers to measure and optimize campaigns. But Google is also not sitting still and expects to implement the privacy sandbox in 2022. As a result, providing insight into the contribution of online campaigns through Facebook is increasingly limited.
What does this mean for my Facebook campaign?
Ultimately, ITP limits advertisers’ ability to measure and optimize campaigns. And as soon as Google rolls out its Privacy Sandbox, this will even have an impact on the entire digital advertising spectrum. It will become increasingly difficult to provide insight into the contribution of the online campaign as the amount of data available to Facebook is increasingly limited. What can I do? The measurement gap created by ITP must therefore be closed. In this way we ensure that sufficient data is available for Facebook to optimize data and properly attribute the campaign results to the campaign. The solution is a server-to-server solution, in which we AVG proof access the data within the Facebook platform.
How does it work?
The Facebook server 2 server software is designed to make data available to Facebook in real time without the need for scripts or cookies from Facebook itself. Data is collected on your website and made suitable for processing by Facebook. If a so-called data layer is available, this data is enriched with this data. If privacy-sensitive information is involved, this will be automatically encrypted. This data is then offered to Facebook in real time so that there is sufficient data available for Facebook to optimize campaigns and attribute them to the campaign.
Monthly spend €0 - €4.999
Monthly spend €5.000 - €9.999
Monthly spend € 10.000 - €24.999
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Monthly spend € 25.000+