Facebook is working on "privacy-enhancing technologies"

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 12, 2021, 3:42 AM UTC

To help with ad performance insights without using user data that may not be necessary, Facebook is looking into on-device learning.

While Google and Apple continue to introduce new privacy updates, Facebook is developing a set of privacy-enhancing technologies (PETs) to reduce the amount of data collected and processed. This will enable the platform to gather better and essential-only insights into campaign performance as well as secure personal information.

The company says it is investing in a “multi-year effort” to establish a variety of PET solutions and is working with “academics, global organisations and developers.” The PETs will use advanced cryptographic and statistical techniques to cut processed data while maintaining vital marketing functions.

In 2020, Facebook tested a Private Lift Measurement tool to assist advertisers to measure campaign effectiveness without compromising privacy. Advertisers will have access to Private Lift Measurement in 2021 and will include additional tracking capabilities like multi-party computation (MPC).

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