Can Advertisers Still Trust Facebook? An Interview with Facebook’s Carolyn Everson

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In the wake of the Cambridge Analytica controversy and Mark Zuckerberg’s testimony on Capitol Hill, eMarketer sat down with Carolyn Everson, vice president of global marketing at Facebook, to discuss the company’s relationship with advertisers and how it is working to balance targeted advertising and privacy.

Can highly personalized targeting and user privacy coexist? “We believe it can,” said Everson. But it will require the company to do a better job educating consumers, “and giving consumers full control of how that advertising experience—and the overall experience with their own data—plays out.”

And, she argued, it’s not only an issue for Facebook but one that is faced industry-wide.

More from the "Behind the Numbers" Podcast

"What Facebook Knows" - Analyst Debra Aho Williamson breaks down what Facebook knows and doesn’t know about users, how advertisers access the information, and how consumers feel about it.

"The Facebook News Feed Conundrum" - In this episode we discuss the shifting focus of the News Feed, with an emphasis on "personal" posts, and consider the implications for marketers.

More on Facebook

Report: "Facebook Advertising 2018" (Subscription to eMarketer PRO required) This report shines a spotlight on Facebook usage, data practices and the ad targeting changes that have been made since the Cambridge Analytica news in March.

Article: "Facebook Users and Advertisers Appear to Be Standing Pat"

Article: "People Believe Ads Are Becoming More Intrusive"

 

 

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