You might have heard that Facebook is testing an advertising format that makes it possible for businesses to see other businesses’ Facebook ads. And you might be freaking out. If so, relax. Facebook is becoming more transparent, but not at the expense of advertisers.
Here’s the context: Facebook recently discussed the testing of a new feature known as View Ads. With View Ads, anyone visiting a brand’s Facebook page can see all of the ads connected to that page regardless of who the brand is targeting with the ads. In other words, if you are a brand, your competitors can see all your ads and vice versa.
Facebook is reportedly rolling out the feature more broadly this summer. Regardless of the timing, brands should expect Facebook to implement more measures such as View Ads. Facebook has to become more transparent as a response to myriad controversies surrounding manipulation of the platform during the 2016 presidential election and mounting concerns about the platform’s trustworthiness.
Being able to view your competitors’ ads should not change your ad strategy, nor should the fact that competitors can see yours. The only reason to view competitors’ ads is to fine-tune your own approach so that your brand stands apart. But if you keep the focus of your attention on your customers and take care of your people, your competitors’ Facebook ads won’t matter. In addition, measures to make Facebook more transparent will ultimately help businesses that advertise on Facebook. Transparency is needed to build trust. And Facebook has a trust problem, to say the least.
For more insight into Facebook View Ads, check out my recently published column in Adweek Social Pro Daily. And contact us to understand how to build your digital brand.