Facebook’s New Ad Preferences Help Brands Identify Most-Interested Travelers
Photo Credit: Facebook's new ad preferences as they appear on its desktop site. Facebook rolled out new ad preferences this week that give users more control over what ads they see. Facebook
Skift Take
It couldn't be more clear that Facebook wants its users to see the highest quality and most relevant content possible and its latest ad preferences update could have big implications for travel brands that both serve compelling and uninspiring ads to consumers. Meanwhile, Expedia and Priceline are seeing a lot of success with Facebook and are both upping their spend.
Facebook will keep serving ads to consumers but the company is introducing new ad preferences for users' News Feeds that gives travelers more power over what kinds of ads they see from brands.
This week Facebook updated ad preferences with images that users can tap to indicate whether they want to see ads from a particular interest area, including travel. Facebook wants ads to be a part of its News Feed customization efforts, enabling users to see ads tailored to their interests. That's good for users and potentially more effective for brands.
Tapping on a travel image in ad preferences will expand categories under that category and help travelers decide if they're interested in seeing related topics such as hiking, food, ice climbing. Users who have added travel preferences can opt out of seeing ads from specific businesses or organizations.
What The update means for Travel brands
The ad preferences' update helps travel brands identify Facebook users clearly inte
