Facebook’s New Ad Transparency Feature: What Marketers Need To Know

Facebook’s New Ad Transparency Feature: What Marketers Need To Know

Cancel that ad spy tool subscription– you’ve now got direct access from Facebook to discover the exact ads that your competitors are running. How to Find Facebook’s Transparency Feature To find the new ad transparency feature, navigate to the Facebook page whose ads you want to see. Click on this and it’ll open with a slider where you can see the page info and the active ads. The Implications of the New Ad Transparency Feature Facebook designed this feature thinking of its users first and advertisers second. On the more positive side, users will be able to see ads aimed at audiences further down an advertiser’s sales funnel and can discover greater discounts or better promotions. For example, a savvy Facebook user, when targeted with an offer-based ad in their newsfeed could then navigate to the page’s “Info and ads” section and look at all of the ads to see if there are better offers available. Businesses The group using the new ad transparency feature the most will be businesses. Use it for competitor research With this new feature you can now see the exact ads that your competitors are running. By not showing additional data such as ad targeting, spend, objectives and previous results, as well as any social proof such as likes, comments and shares, you only have one piece of the puzzle. Will you be using Facebook’s Ad Transparency Feature?

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In the wake of the Cambridge Analytica scandal and in a bid to be more transparent with its users, Facebook has launched a new ad transparency feature that lets you see all of the ads a page is running.

Cancel that ad spy tool subscription– you’ve now got direct access from Facebook to discover the exact ads that your competitors are running.

And it’s not all good news. This feature works both ways and now all of your ads are public and can be accessed by your competition.

How to Find Facebook’s Transparency Feature

To find the new ad transparency feature, navigate to the Facebook page whose ads you want to see.

If you are on a desktop, head to the bottom of the left-hand side column menu. There you’ll see “Info & Ads”.

Click this and the new feature will open, displaying the live ads that the page is running.

Ad Transparency desktop view

On mobile, getting access to this feature is a little different. Using the Facebook app, navigate to the page whose ads you want to see. To the right of the screen, just above the Page name, you’ll see an “Info and Ads” button.

Click on this and it’ll open with a slider where you can see the page info and the active ads.

Ad Transparency Mobile View

The Implications of the New Ad Transparency Feature

Facebook designed this feature thinking of its users first and advertisers second. Let’s look at the implications of this new feature for each of these groups.

Users

The new transparency feature is great for users. By opening up all of the ads that a page is running, they will be able to discover discrepancies in different ads as well as spot conflicting ads.

On the more positive side, users will be able to see ads aimed at audiences further down an advertiser’s sales funnel and can discover greater discounts or better promotions.

For example, a savvy Facebook user, when targeted with an offer-based ad in their newsfeed could then navigate to the page’s “Info and ads” section and look at all of the ads to see if there are better offers available.

Ad Transparency sale ad

However, in reality, the likelihood of this actually happening and having a negative impact on advertisers is very low. Most users probably don’t even…

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