​Meta wants to make ads in the Metaverse less dependent on data

Meta has expressed a notable wish at the Social Trends & Shaping Business event in 2022 and beyond. At the event organized by Meta, there was more talk about the Metaverse and especially about advertising. While Facebook relies almost entirely on data to sell and personalize ads, that plan is different for the Metaverse.

less data

Mark Zuckerberg’s company says it wants to use less data when it comes to advertising within the ecosystem. It is clear that Meta wants to change the privacy policy and that is a good sign. After all, Facebook has the image of not taking it that closely. You are now well aware of how society is becoming more and more focused on privacy and resistance to the sale and sharing of data, making it a priority for marketers to gain the trust of consumers or users.

In that Metaverse, in which various facets will however merge, it becomes even more important to know who has access to what data. Doubts were already raised about this when the Metaverse was announced, so the fact that more attention is now being paid to it could mean the failure of the new ‘internet’. At the same time, as with the Metaverse in general, Meta doesn’t necessarily want to be the leader in this: it needs to be an industry-wide initiative.

Meta wants to trust you

Carrie Timms of Meta indicates that a lot of attention is also paid to confidence. “We are collaborating with the World Wide Web Consortium and the Partnership for Responsible Addressable Media. That may sound surprising, but we are passionate about trust. If the pandemic has shown anything, it is that trust is more important than ever.” Among other things, she has contributed to the fact that many people have jointly ensured that the number of corona vaccinations is high.

We doubt this is really a recent thing as trust is always important, but Timms says, “I think building and maintaining trust will be crucial to marketing success for years to come. That’s because the way we do marketing depends on the people who trust us with data. The more they lose trust, the harder it becomes to do good marketing.” Something that should probably be designed differently in the context of the Internet.

old cookies

Timms also says something we all recognize: “If done wrong, customization doesn’t add value and people notice. No one likes to be followed around the internet by advertisements for that pair of socks they’ve looked at once, or even bought.” Something that is very annoying when booking holidays, for example: you keep seeing beautiful photos, even if you have already made your choice. So yeah, it has to be more personal somehow, or at least considering the fact that sometimes people just aren’t interested after they click on something (or they do and they already have it, which makes the ad really has no value).

Trust, then, an interesting promise from a company that has seriously damaged trust several times in the past. Would the new name and new angle really make a difference? That really depends on what’s going to happen with that up-and-coming metaverse. In any case, there are already many companies that are interested in contributing to it, but they will also have to consider trusting a lot, or Meta will not act here as a ‘leader’ of the platform, because it does not want to anyway. be. 2022 is going to be an interesting year – one in which Meta in particular needs to make sure that one thing absolutely must not happen to subsidiaries of Facebook and Instagram: damaging user trust.

Laura Jenny

When you’re not tapping, you’re floating somewhere in the wonderful world of entertainment or on a plane to some great place in the real world. Mario…

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