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Facebook Fights Back
News Feed to Messenger ads, the new year means drastic changes for advertisers using the platform.
From the revolutionised
Upfronts
ome of the biggest news from the beginning of
2018 came from Mark Zuckerburg when he announced drastic changes to the format of the Facebook News Feed, which has started to prioritise posts from friends and family at the expense of content from brands and publishers. His personal challenge
for the year to fix Facebook’s issues was partly instigated by reports that concluded users were spending an unhealthy amount of time on the social media platform. The changes mean there are fewer ad spaces to bid for, and publishers are therefore having
to spend more to try and get their content seen. In a further attempt
to clean up the platform, Facebook has placed a complete ban on the advertising of bitcoin and other cryptocurrencies, citing the fraudulent behaviour of some users who take advantage of people interested in investing in the digital currency. Facebook remains the most popular social platform, with millions of users logging on each day, meaning brands will have to rethink their strategies to cope with the
ongoing changes to make sure their content is still reaching their intended audiences. Facebook introduced Messenger ads towards the end of last year, which appear to users on mobile devices as they scroll through their conversations. Research indicates that messaging apps have overtaken social networking channels in popularity, meaning it is more important than ever for digital marketers
to optimise their strategies and take advantage of this new way of reaching audiences.
D-Day For GDPR The new data regulations are fast approaching – is your business fully prepared?
After a two-year transition period, the full implementation of GDPR is just around the corner, with 25 May 2018 looming ever closer. The new legislation gives people more control over what companies can do with their data, and enforces tougher fines for non-compliance. Since the EU’s announcement
of the new regulations, there has been a general lack of understanding over what the changes mean, with companies across Europe voicing their concerns over how to ensure their data collection policies are in line with the new laws. While the prospect of incurring large fines for negligence or non-
compliance is daunting, GDPR will make data protection law identical for businesses of all sizes, with a single set of rules applying to all EU member states. This will be a big change, but in the long run it will make the process of data collection more unified and uncomplicated, with all businesses operating
in a simpler legal environment. The new legislation will ultimately build more trust between businesses and their customers, who will have more control of what information is kept about them and how it is used. In our increasingly digital society, questions over privacy have never been so relevant. We have
been leaning on the Data Protection Directive since 1995, but this legislation is out-dated and doesn’t reflect the significant changes that have occurred within the digital world over the last twenty years. The GDPR will mean we are all better prepared to face the digital future. Find out more on page 40.
6 issue 31 spring 2018
Words: Laura Marlow Source: Facebook
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