Concerns over security on Facebook have been a lingering issue for many users, and now it appears that some marketers have shown equal concerns as well, according to Adweek. However, the social site was quick to acknowledge that the companies’ data is certainly in good hands.
The company has met with several marketers over the past few weeks, in an effort to provide some comfort with the platform and the advertising it holds. This was mainly due to the launch of a new way for ads to be displayed, via technology that was considered helpful for the site.
In addition, Facebook also confirmed that the team would work to make such assurances even stronger with the next coming year, and introduction of even more technical advances on the advertising front. Working alongside a new server, named Atlas, as well as products featuring the work of Custom Audiences and other products, it will allow more specific marketing for these companies.
“We’re talking about good data hygiene in the context of Facebook and more generally across the ecosystem,” said Joe Sullivan, chief of security at Facebook.
Considering the rise of hacks and breaches in websites and certain security measures, some companies are still showing a little hesitance in the matter. However, they’re attempting to re-gather in the form of putting their departments into one pool, making it easier to create more secure ad approaches.
“Facebook is a leader in bringing the industry to think harder about data integrations and media,” said Jared Belsky, president of 360i. When it came to assuring the security of such data, he added, “There is a natural and pervasive fear about giving data over, but that’s fear, not reality.”
With these moves, Facebook wants to mature its advertising approach, attempting to get more companies (and specifically, marketers) comfortable with the process. Tim Campson, Facebook’s chief information officer, said this: “Data isn’t valuable if you’re not using it.”
It’ll be interesting to see how this structure – and whatever security measures come with it – pans out over the coming year.
