eMarketer’s Facebook Advertising 2018 Report features Julie Whiting, Associate Director, Paid Social, Digitas. This year’s report shines a spotlight on Facebook usage, data practices and the ad targeting changes that have been made since March.
Julie shares her insights on:
1). How advertisers can use Facebook Pixel (a piece of code that advertisers can place on their website to measure and build audiences for Facebook campaigns) and then capitalize on that information.
2). How Digitas is looking at Facebook’s Custom Audience feature as a mass-reach vehicle.
3). How brands should want their customers to feel confident, not leery of them.
"The Facebook pixel is still valuable. Advertisers can use the Facebook pixel—a piece of code that advertisers can place on their website to measure and build audiences for Facebook campaigns—and then capitalize on that information, said Julie Whiting, associate director of paid social at digital agency Digitas. 'Being able to see that a person who went to a travel website also liked a Facebook page for Hawaii and went to an Instagram swimsuit account, and knowing that that person is [probably] highly in-market for a beach vacation is a really unique opportunity [for advertisers],' she said.
…The actual targeting products likely won’t change, but the onus will be on the marketer and their agency partners to provide the proof, Whiting said. 'I believe this update will benefit Facebook first, in that they will be covering themselves from liability,' she said. 'It will help [marketers] as well, as it adds liability to their agency partners.' "
Read the full report here. (Access to full report requires an eMarketer login.)