Facebook’s announced a new upcoming feature that allows users to clear their off-Facebook, pixel-based history.
So what does this mean for advertisers?
Watch the video for all the details, or scroll below if you prefer text.
First off, it’ll be interesting how Facebook rolls this new feature out to consumers. My hunch is that it’ll be an option buried in a user’s profile settings. If that’s the case, it’s likely that this will be an underutilized feature (at least in the short term).
That being said, pixel retargeting is moving in this direction across a lot of the major platforms so while we might not see any significant impact in the coming months, we might in the coming years.
So how do we prepare?
Put more focus on growing middle funnel channels (in our case, our email list)
Put more focus on growing engagement based Custom Audiences (this feature only affects off-Facebook retargeting… for now)
Ensure our campaigns are efficiently re-engaging consumers (ex: taking a video-based audience and using it to bring consumers back to our site via blog posts)
The good news is that a lot of the stuff we’ve been discussing lately is inline with how to prepare (high five everyone!).
Let me know if you have anymore questions.