Dive Summary:
- Since many of the largest agencies standardize their display ads according to the Digital Advertising Alliance's privacy requirements, Facebook would face significant challenges launching a new ad network a non-member of the DAA, Kate Kaye at Advertising Age writes.
- Additionally, a Facebook ad network launch could be likely to introduce privacy concerns at launch and stall spending from big agencies.
- Facebook publicly claims to have a commitment to consumer privacy, but skeptics within the ad industry expressed concerns to to Advertising Age that the company fully appreciates current privacy norms within the industry.
From the article:
"... Razorfish, for instance, participated in the mobile ad network test, but a larger-scale buy might require a greater degree of confidence in Facebook's privacy practices. 'Rolling out full scale, you're going to want to look at it differently,' said Christian Juhl, president of Razorfish West. 'Overall [Facebook needs] to be leading from the front, and right now I don't think there's good evidence that that's happening.' ..."
