Facebook Privacy and Your Advertising - Automotive Advertising | Graham Oleson

Facebook Privacy and Your Advertising


Facebook has become one of the most popular and visited websites in the world. With an enormous user base, hyper-targeting and wide exposure to the right audience, Facebook is now one of the more important advertising options for dealer marketing.

In recent months, Facebook has come across user data concerns. Between 2013 and 2015, Cambridge Analytica harvested profile data from Facebook users and used that data to build a targeted marketing database based on each user’s individual likes and interests. Using a personality profiling methodology, the company began offering its profiling system to dozens of political campaigns.

Though this user data was not illegally obtained or hacked, it was in violation of Facebook’s terms of service. Since this incident, Facebook has updated its privacy policy and banned the Cambridge Analytica “This is Your Digital Life” app to prevent another breach. Facebook has also created a new privacy tool that appears at the top of News Feed called “Protecting Your Information,” this provides a link that brings you to the Apps and Websites section of Facebook’s settings. This is where users can adjust their settings to remove apps they don’t want to share data with anymore, as well as see all of the apps you have previously logged into.

How You Can Adapt & Best Practices

With all that has happened, the question on most dealer’s mind is: “What do I do with my dealership’s Facebook advertising?” So to help, we’ve put together a few best practices:

Review and understand Facebook’s new privacy guidelines

In an effort to provide a better user experience to those concerned with privacy, Facebook has updated its privacy guidelines. To put the control of privacy in the hands of users, Facebook’s new guidelines detail how they can review, delete and update data that is collected.

Continue to refine audience segments

There are a number of ways to refine your audience segments to improve ad targeting. One of those is uploading an audience of current customer or leads. Another way to create a highly targeted audience is through a custom audience based on website visitor behavior. These custom audiences will help to improve your ad targeting.

Continue to use Facebook’s first party data

We believe that first-party data provides the best path to truly understanding customers. First-party data is information Facebook owns, collected directly from the customer. Because it’s directly sourced information, there is no cost of acquiring the data. With Facebook’s first party data, you can find active in market shoppers by using any of the thousands of possible ad targeting parameters.

Explore other platforms

Although Facebook is still an important network to reach relevant users, platforms like Instagram and Snapchat are also valuable networks to explore that will allow you to reach users who may be jumping off the Facebook platform.

The Graham Oleson Approach

At Graham Oleson, we abide by all privacy regulations and very carefully vet our partners to ensure they meet and exceed all proper regulations. As an organization we maintain a presence on Facebook’s network of services due to its precise targeting, first party data, and measurability. We also cotinine to refine our Facebook “native” audience segments, so that we don’t become dependent on third party data.

If you’re advertising on Facebook or work with an agency that does, we recommend evaluating your current strategy to ensure your advertising abides by the new policy and is reaching the right people. Unsure about where to start? To learn how we can help you call and speak to one of our advertising experts today!