What do you think are the three most important benefits of personalized advertising? Why? What?s your opinion, as a marketer, on this recent trend for online privacy? Do you support it or no
marketing question
After reading Reading301(1) and Reading301(2), answer the following questions:
What do you think are the three most important benefits of personalized advertising? Why?
What?s your opinion, as a marketer, on this recent trend for online privacy? Do you support it or not? Why?
Do you think personalized ads and online consumer privacy can coexist? If yes, why? If no, why?
Your answers can be 1-2 paragraphs for each question.
Requirements: 1-2 paragraphs for each question
Back to NewsroomMetaA Path Forward for Privacyand Online AdvertisingOctober 2, 2020By Erin Egan, VP and Chief Privacy Officer, Public Policy and Steve Satterfield, Director of PublicPolicyOn Wednesday, September 23, 2020, Facebook joined a virtual discussion hosted byThe Atlantic as part of The Atlantic Ideas Festival. We shared how we?re building newtools to give people more control over their information and addressed how privacy andpersonalized advertising are not at odds. Below is a selection of our opening remarks.Erin Egan?s RemarksIt?s hard to believe that the consumer Internet has entered its fourth decade. TheInternet in 2020 includes a huge range of services, many of which have been criticalduring this pandemic.?These services ? from search and social networking, to video calls and privatemessaging ? are all available to people for free. And they?re free because they?resupported by advertising. It?s not a stretch to say that much of today?s Internet hasbeen brought to us by ads.?The Facebook company is now Meta. Learn more.
Just to set some context, many of us will remember that online ads in the 1990s werespammy. I certainly remember having content blocked or overlaid with flashing,annoying ads. Businesses were skeptical too: For a long time, advertisers didn?t believeonline ads could be as valuable as TV and print ads.?But over the years, many of these spammy experiences have subsided. And we knowthat businesses are now finding real value in online ads.?So what changed??I think the key change has been the rise of personalization. Online ad platforms foundways to use data to show better, more relevant ads ? to make ads personalized. Thismade it easier for businesses to reach people likely to be interested in their products. Itcreated huge efficiencies for businesses of all sizes.?Personalization also made it easier to show ads without disrupting the user experience:once platforms made ads personalized, we didn?t need to show those flashing bannersto get people?s attention. We could make ads interesting to people by making themrelevant.?The rise of personalized advertising has brought its own controversies, of course. Manyof those have focused on privacy and data use, which is the area I cover at Facebook.And, as you know, the past few years have seen other concerns emerge, especiallyaround particular kinds of ads, like political ads.?These concerns are serious, and it?s become increasingly common for folks to ask us,why don?t you just stop showing personalized ads???The answer is that we believe that personalized advertising provides the bestexperience for people and the best value for businesses ? particularly small businesses,which make up the vast majority of Facebook?s nine million active advertisers acrossour services.?The benefits for people are real. Personalized ads help people access services, discovernew products, and receive deals from the brands they care about.?
Personalized ads also help businesses. Retailers have been increasing their reliance ononline channels for years. But estimates say that the pandemic has accelerated the shiftto selling goods and services online by as much as five years.?This shift means different things for businesses of different sizes. Large advertisersmight be able to afford expensive massive online marketing campaigns. But smallerbusinesses usually have smaller budgets. For those budgets to yield value, the businesshas to advertise to people who are likely to be interested in its products. This is whypersonalized ads are so valuable; they can connect businesses and people in ways thatsimply aren?t possible with other kinds of ads.?This ability to connect has major real world consequences. We partnered with the WorldBank and the OECD to survey more than 25,000 small business leaders in more than 50countries, and learned that, in May, 26 percent of small businesses had closed becauseof the pandemic, with more than half closing down in some countries. During thispandemic, reaching customers has been the difference for many between staying afloator going under.?There are also, of course, millions of apps and websites that sustain themselves byshowing people ads. In a recent study we ran in connection with our ad network, theFacebook Audience Network, we saw a greater than fifty percent drop in revenue formobile app ad install campaigns, when we removed personalization from the ads wedeliver on other companies? sites.This is consistent with findings from Google, which ran a similar study last year ? andwith another study from Professor Deighton of Harvard Business School, which foundthat personalization contributes billions of dollars to publisher revenue.?But these days ? particularly in policy circles ? you?re far more likely to hear concernsabout personalized ads than you are to hear about their benefits. Some people believethat services that rely on personalized ads are inherently harmful. They believe theseservices collect more data than they need to provide value to people. And they believethese services use that data in ways people do not understand and cannot control.?This criticism is influencing policy proposals to limit personalized ads by restrictingbusiness-to-business data sharing and the use of decades-old web technologies, likecookies.?
The criticism is also informing changes that large platforms are making: Apple?s newiOS 14 policy is actually focused mainly on the use and sharing of data for personalizedads.?We understand people have real questions about how online advertising works, but wefundamentally disagree with the underlying assumption that you cannot provide free,ad-supported services in a way that respects privacy. We believe it is possible to haveprivacy and a thriving, free, ad-supported Internet.?Now, I recognize that this might be a tough message to hear from Facebook in light ofthe controversies we?ve faced. We?ve learned a lot from these controversies, and we?vemade meaningful changes in response to them. But we continue to believepersonalized ads and privacy can coexist.?To make this possible, transparency and control are the starting point. People shouldunderstand how their data is used and should have meaningful controls. That?s whywe?ve built tools like Off-Facebook Activity, which lets people see a summary of theinformation other apps and websites send to Facebook and gives them the option todisconnect it from their account. This tool was unprecedented when it was launched,and I believe it remains unmatched today.We?re going to continue investing in transparency and control, and we know the rest ofthe industry will ? and should ? continue to regard those principles as the foundation ofits approach to privacy. But we also recognize that transparency and control aren?tenough.?That?s why we?re investing in research and development of privacy-enhancingtechnologies. These technologies will help us achieve the value of personalized adswhile using and sharing data securely in de-identified form We?re also working on ways to process data off of Facebook?s servers, for example in asecure and encrypted environment, so that Facebook itself never even sees the data. Inmany cases we are collaborating with the open source community to advance thesetechnologies. We want our solutions to be available for anyone to see, verify, build on,and use.?
We believe that these technologies are only a part of the solution ? that we need tocontinue to evaluate the ways our products collect and use data with core privacyprinciples, like data minimization, as our guide. But we believe privacy-enhancingtechnologies offer solutions that will help build a sustainable, ad-supported Internet.This is the future of personalized advertising, and we hope to work collaboratively withpolicymakers, regulators, and others in the industry on policy regimes that ensurestrong privacy protections and broad access to online services.?Let?s focus on building the next generation of privacy-enhancing technologies so thatwe can sustain the ad-supported Internet so it continues to provide massive value topeople and businesses.?I?d be remiss if I didn?t mention, in closing, that keeping the internet open and accessiblealso means ensuring that businesses and other organizations are able to safely, securelyand legally transfer data across national borders.?Steve Satterfield?s RemarksI want to pick up briefly on something Erin said about the role of policymakers andregulators in this space. Erin mentioned that we?re seeing regulation that will make itharder for companies to monetize their services through ads.But I think it?s important to add that this regulation is being intensely debated by arange of stakeholders ? which is what you?d expect for proposals that could have asignificant effect on people?s online experiences and on the economy.?I think about the proposed ePrivacy Regulation in Europe, which is the piece oflegislation most clearly targeted at ad-supported business models. That proposal hasbeen debated literally for years at this point because, while people rightly argue thatthere?s more that the industry should be doing to protect privacy in connection withpersonalized advertising, there?s also a recognition that imposing tight restrictions onthese kinds of ads could create real costs for society.?What we?re seeing in these debates is the democratic process play out. There should bedebate about these things; we should be able to assess the impact to differentstakeholders before we impose new restrictions.?
This is why it?s concerning that some of the most significant restrictions onpersonalized advertising aren?t coming from policymakers or regulators ? but fromprivate companies that control app stores and operating systems.??Should any one company decide for us where the balancing of equities should landwhen considering the pro-consumer and pro-competitive benefits of personalizedadvertising?? And further, what if a company decides that balance in its own favorbecause it has a horse in the race?? There?s no democratic process around thesechanges, no debate or consultation with affected stakeholders. And, given the stakeshere, I think we should be concerned about that.?This is why Facebook supports comprehensive privacy legislation. We don?t think anyone company should make the rules for the Internet in crucial areas like this. But whatwe?re seeing play out right now is exactly that. So I?d just conclude by saying that we?recommitted to working with policymakers and regulators on developing laws that keepthe Internet open and thriving.?Categories: Data and Privacy, Meta, Public PolicyTags: Perspectives, Privacy Matters, Speeches RELATED NEWSTopicsCompany NewsTechnology and InnovationData and PrivacyTweetLikeShare Email
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The Battle for Digital Privacy Is Reshaping the InternetAs Apple and Google enact privacy changes, businesses are grappling with the fallout, Madison Avenue is fighting back and Facebook hascried foul.By Brian X. ChenPublished Sept. 16, 2021Updated Sept. 21, 2021To hear more audio stories from publications like The New York Times, download Audm for iPhone or Android.SAN FRANCISCO ? Apple introduced a pop-up window for iPhones in April that asks people for their permission to be tracked bydifferent apps.Google recently outlined plans to disable a tracking technology in its Chrome web browser.And Facebook said last month that hundreds of its engineers were working on a new method of showing ads without relying on people?spersonal data.The developments may seem like technical tinkering, but they were connected to something bigger: an intensifying battle over the futureof the internet. The struggle has entangled tech titans, upended Madison Avenue and disrupted small businesses. And it heralds aprofound shift in how people?s personal information may be used online, with sweeping implications for the ways that businesses makemoney digitally.At the center of the tussle is what has been the internet?s lifeblood: advertising.More than 20 years ago, the internet drove an upheaval in the advertising industry. It eviscerated newspapers and magazines that hadrelied on selling classified and print ads, and threatened to dethrone television advertising as the prime way for marketers to reach largeaudiences.Instead, brands splashed their ads across websites, with their promotions often tailored to people?s specific interests. Those digital adspowered the growth of Facebook, Google and Twitter, which offered their search and social networking services to people without charge.But in exchange, people were tracked from site to site by technologies such as ?cookies,? and their personal data was used to target themwith relevant marketing.Now that system, which ballooned into a $350 billion digital ad industry, is being dismantled. Driven by online privacy fears, Apple andGoogle have started revamping the rules around online data collection. Apple, citing the mantra of privacy, has rolled out tools that blockmarketers from tracking people. Google, which depends on digital ads, is trying to have it both ways by reinventing the system so it cancontinue aiming ads at people without exploiting access to their personal data.https://www.nytimes.com/2021/09/16/technology/digital-privacy.html
If personal information is no longer the currency that people give for online content and services, something else must take its place.Media publishers, app makers and e-commerce shops are now exploring different paths to surviving a privacy-conscious internet, in somecases overturning their business models. Many are choosing to make people pay for what they get online by levying subscription fees andother charges instead of using their personal data.Jeff Green, the chief executive of the Trade Desk, an ad-technology company in Ventura, Calif., that works with major ad agencies, said thebehind-the-scenes fight was fundamental to the nature of the web.?The internet is answering a question that it?s been wrestling with for decades, which is: How is the internet going to pay for itself?? hesaid.The fallout may hurt brands that relied on targeted ads to get people to buy their goods. It may also initially hurt tech giants like Facebook? but not for long. Instead, businesses that can no longer track people but still need to advertise are likely to spend more with the largesttech platforms, which still have the most data on consumers.David Cohen, chief executive of the Interactive Advertising Bureau, a trade group, said the changes would continue to ?drive money andattention to Google, Facebook, Twitter.?The shifts are complicated by Google?s and Apple?s opposing views on how much ad tracking should be dialed back. Apple wants itscustomers, who pay a premium for its iPhones, to have the right to block tracking entirely. But Google executives have suggested thatApple has turned privacy into a privilege for those who can afford its products.For many people, that means the internet may start looking different depending on the products they use. On Apple gadgets, ads may beonly somewhat relevant to a person?s interests, compared with highly targeted promotions inside Google?s web. Website creators mayeventually choose sides, so some sites that work well in Google?s browser might not even load in Apple?s browser, said Brendan Eich, aThe pop-up notification that Apple rolled out in April.Apple
founder of Brave, the private web browser.?It will be a tale of two internets,? he said.Businesses that do not keep up with the changes risk getting run over. Increasingly, media publishers and even apps that show theweather are charging subscription fees, in the same way that Netflix levies a monthly fee for video streaming. Some e-commerce sites areconsidering raising product prices to keep their revenues up.Consider Seven Sisters Scones, a mail-order pastry shop in Johns Creek, Ga., which relies on Facebook ads to promote its items. NateMartin, who leads the bakery?s digital marketing, said that after Apple blocked some ad tracking, its digital marketing campaigns onFacebook became less effective. Because Facebook could no longer get as much data on which customers like baked goods, it was harderfor the store to find interested buyers online.?Everything came to a screeching halt,? Mr. Martin said. In June, the bakery?s revenue dropped to $16,000 from $40,000 in May.Sales have since remained flat, he said. To offset the declines, Seven Sisters Scones has discussed increasing prices on sampler boxes to$36 from $29.Apple declined to comment, but its executives have said advertisers will adapt. Google said it was working on an approach that wouldprotect people?s data but also let advertisers continue targeting users with ads.Since the 1990s, much of the web has been rooted in digital advertising. In that decade, a piece of code planted in web browsers ? the?cookie? ? began tracking people?s browsing activities from site to site. Marketers used the information to aim ads at individuals, sosomeone interested in makeup or bicycles saw ads about those topics and products.After the iPhone and Android app stores were introduced in 2008, advertisers also collected data about what people did inside apps byplanting invisible trackers. That information was linked with cookie data and shared with data brokers for even more specific ad targeting.The result was a vast advertising ecosystem that underpinned free websites and online services. Sites and apps like BuzzFeed and TikTokflourished using this model. Even e-commerce sites rely partly on advertising to expand their businesses.But distrust of these practices began building. In 2018, Facebook became embroiled in the Cambridge Analytica scandal, where people?sFacebook data was improperly harvested without their consent. That same year, European regulators enacted the General DataProtection Regulation, laws to safeguard people?s information. In 2019, Google and Facebook agreed to pay record fines to the FederalTrade Commission to settle allegations of privacy violations.In Silicon Valley, Apple reconsidered its advertising approach. In 2017, Craig Federighi, Apple?s head of software engineering, announcedthat the Safari web browser would block cookies from following people from site to site.?It kind of feels like you?re being tracked, and that?s because you are,? Mr. Federighi said. ?No longer.?TikTok and many other apps flourished by collecting data about what people did insideapps and sharing it with data brokers for more specific ad targeting.Peyton Fulford for TheNew York Times
Last year, Apple announced the pop-up window in iPhone apps that asks people if they want to be followed for marketing purposes. If theuser says no, the app must stop monitoring and sharing data with third parties.That prompted an outcry from Facebook, which was one of the apps affected. In December, the social network took out full-pagenewspaper ads declaring that it was ?standing up to Apple? on behalf of small businesses that would get hurt once their ads could nolonger find specific audiences.?The situation is going to be challenging for them to navigate,? Mark Zuckerberg, Facebook?s chief executive, said.Facebook is now developing ways to target people with ads using insights gathered on their devices, without allowing personal data to beshared with third parties. If people who click on ads for deodorant also buy sneakers, Facebook can share that pattern with advertisers sothey can show sneaker ads to that group. That would be less intrusive than sharing personal information like email addresses withadvertisers.?We support giving people more control over how their data is used, but Apple?s far-reaching changes occurred without input from theindustry and those who are most impacted,? a Facebook spokesman said.Since Apple released the pop-up window, more than 80 percent of iPhone users have opted out of tracking worldwide, according to ad techfirms. Last month, Peter Farago, an executive at Flurry, a mobile analytics firm owned by Verizon Media, published a post on LinkedIncalling the ?time of death? for ad tracking on iPhones.At Google, Sundar Pichai, the chief executive, and his lieutenants began discussing in 2019 how to provide more privacy without killing thecompany?s $135 billion online ad business. In studies, Google researchers found that the cookie eroded people?s trust. Google said itsChrome and ad teams concluded that the Chrome web browser should stop supporting cookies.But Google also said it would not disable cookies until it had a different way for marketers to keep serving people targeted ads. In March,the company tried a method that uses its data troves to place people into groups based on their interests, so marketers can aim ads atthose cohorts rather than at individuals. The approach is known as Federated Learning of Cohorts, or FLOC.Plans remain in flux. Google will not block trackers in Chrome until 2023.Even so, advertisers said they were alarmed.In an article this year, Sheri Bachstein, the head of IBM Watson Advertising, warned that the privacy shifts meant that relying solely onadvertising for revenue was at risk. Businesses must adapt, she said, including by charging subscription fees and using artificialintelligence to help serve ads.?The big tech companies have put a clock on us,? she said in an interview.Kate Conger contributed reporting.Sundar Pichai, Google?s chief executive, speaking at the company?s developers?conference in 2019.?Jim Wilson/The New York Times
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