How to adapt your business’ ads as the digital industry evolves

Today, people experience online advertising that feels personal to them. That personalization is possible thanks to data and machine learning, which help ensure people receive the most relevant message at the right time on their path to purchase.

And while people appreciate personalized ads, they also expect greater online data privacy, and the ecosystem has rapidly evolved to meet those expectations. In this installment of Starter Pack—a series that provides the tips, tools and resources to grow your business with Meta—you’ll learn why and how to adapt your marketing to meet the changes in the advertising landscape. Let’s get started.

What’s changing in the ads ecosystem and will it affect my business?

There are 3 key evolutions occurring in the ads ecosystem that are worth exploring, as they could impact your business’ advertising strategy. This lesson prepares you to understand evolutions in digital advertising that affect how advertisers manage, share and source data—all while managing expectations people have about their data and privacy. You’ll see how brands can maintain performance and personalization while honoring privacy expectations. Plus, learn about tools to future-proof your advertising as the industry continues to evolve.

How can I make sure my business’ ads reach the right people?

How data fuels advertising is changing. Policies are giving people more options to limit how their data is shared with businesses, but people are still spending significant time on the internet and on Meta’s technologies. In this lesson, you'll learn how to create more reliable connections with the Conversions API and decide what to share. The Conversions API adheres to customer privacy settings and doesn’t rely on web browsers, making it a tool businesses can use to share information directly from their servers.

How do I measure the impact of my ads?

Ad measurement is evolving just as rapidly as the rest of the advertising ecosystem, and effective marketing depends on your ability to determine what actually works for your business. In this lesson, learn how to adapt your measurement strategies in the changing ads measurement landscape. Your marketing budget is precious, so it’s important to evaluate your advertising strategy based on business value and make informed decisions about what move to make next.