{"id":65543,"date":"2021-05-27T09:00:00","date_gmt":"2021-05-27T16:00:00","guid":{"rendered":"https:\/\/blog.mozilla.org\/?p=65543"},"modified":"2022-07-28T09:09:24","modified_gmt":"2022-07-28T16:09:24","slug":"mozilla-approach-to-advertising-on-facebook-platforms","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/","title":{"rendered":"Our approach to advertising on Facebook platforms"},"content":{"rendered":"\n

Are we targeting you? Yep. And we\u2019ll tell you how. <\/em><\/h2>\n\n\n\n

When I joined Mozilla, the organization had made the decision to pause Facebook advertising<\/a> in light of the Cambridge Analytica privacy controversy. This was a decision that I understand, but I\u2019m changing course. <\/p>\n\n\n\n

For Mozilla, it boils down to this: our mission<\/a> requires that we empower everyone to protect themselves online, not just the folks that are plugged in to the recent techlash. And a lot of the people that may need our tools the most spend a lot of time on Facebook and Instagram. <\/p>\n\n\n\n

So the question becomes, can we reach folks on these platforms with our ads, while staying true to Mozilla\u2019s values? I believe we can, and it starts with being up front about what we\u2019re doing. <\/p>\n\n\n\n

Here\u2019s the skinny:<\/strong><\/p>\n\n\n\n

Online, people are segmented into small groups in order to serve them up highly-targeted advertisements. This is called microtargeting. And it happens countless times a day on the platforms we use every day.<\/p>\n\n\n\n

For many years the conventional wisdom was that this type of advertising was simply a better way to put more relevant ads in front of consumers. Relevant ads means better conversion for advertisers, which means more goods sold. And, hey, sometimes it works out well for people. Chances are you\u2019ve found a new shampoo or pair of shoes or set of weights because of these targeted ads. You\u2019ve also probably bought something you didn\u2019t need (or even particularly want) because of these targeted ads. I know I have – my half-used collection of skincare products can attest to that. <\/p>\n\n\n\n

The problem is not that these ads themselves exist, it is the complexity of the system that\u2019s the issue. The same highly sophisticated targeting tools that allow advertisers to find you can also be used for harm. This can look like overly aggressive ad tactics,  or even changing consumers\u2019 self-perception<\/a> after being targeted a certain way. In the most dangerous cases, advertisers can target groups with harmful messages, like targeting sick people with treatments that don\u2019t actually work<\/a>, ads that discriminate against different under-represented groups<\/a>, and deceptive ads targeting stressed teenagers<\/a> for army recruitment. <\/p>\n\n\n\n

So what can we do? It starts with transparency<\/a>. Ads and the targeting parameters used by companies should be public and available for anyone to see. <\/p>\n\n\n\n

When Mozilla advertises on Instagram, we are going to tell you exactly what our ad says, who we are advertising to and why. <\/strong><\/p>\n\n\n\n

The full list of information for our Mozilla and Firefox ads can be found below.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Here\u2019s an example: <\/strong><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Target:<\/strong> Scorpio + Oct\/Nov birthday + interest in tarot cards<\/p>\n\n\n\n

https:\/\/www.instagram.com\/p\/CPYZ3cRjzYG\/<\/a><\/p>\n\n\n\n

Rather than wait for legislation like the Social Media DATA Act<\/a> and the EU\u2019s Digital Services Act to pass, or for the ad platforms to act themselves, we\u2019re going to show them how it can be done. All large platforms who operate ad networks \u2014 Facebook, Google, YouTube \u2014 should disclose targeting parameters on their platforms through publicly available APIs.<\/p>\n\n\n\n

The health of the ad ecosystem is important to the future of the internet. This is an important step forward.<\/p>\n\n\n\n

Check out our ads.<\/strong><\/p>\n\n\n\n

Mozilla<\/strong><\/p>\n\n\n\n

Mozilla North America May 2021 Campaign<\/a><\/p>\n\n\n\n

Mozilla European June 2022 Campaign <\/a><\/p>\n\n\n\n

Firefox<\/strong>: <\/p>\n\n\n\n

North America July 2021 Campaign<\/a><\/p>\n\n\n\n

Europe October 2021 Campaign<\/a><\/p>\n\n\n\n

North America October 2021 Campaign<\/a><\/p>\n\n\n\n

North America November 2021 Campaign<\/a><\/p>\n\n\n\n

North America February 2022 Campaign<\/a><\/p>\n\n\n\n

North America March 2022 Facebook\/IG Campaign<\/a><\/p>\n\n\n\n

North America March 2022 TikTok Campaign<\/a><\/p>\n\n\n\n

North America May 2022 Campaign <\/a><\/p>\n\n\n\n

North America June 2022 Campaign<\/a><\/p>\n\n\n\n

Mozilla VPN<\/strong>: <\/p>\n\n\n\n

European October 2021 Campaign<\/a><\/p>\n\n\n\n

North America October 2021 Campaign<\/a><\/p>\n\n\n\n

Pocket:<\/strong> <\/p>\n\n\n\n

North America July 2021 Campaign <\/a><\/p>\n\n\n\n

Europe November 2021 Campaign<\/a><\/p>\n\n\n\n

North America November 2021 Campaign<\/a><\/p>\n\n\n\n

Europe December 2021 Campaign<\/a><\/p>\n\n\n\n

North America & UK December 2021 Campaign<\/a><\/p>\n\n\n\n

North America June 2022 Campaign <\/a><\/p>\n\n\n\n

Content<\/strong> Boosting:<\/strong><\/p>\n\n\n\n

Europe 2021-2022<\/p>\n\n\n\n

Want to know more about online advertising? Check out these resources.<\/strong><\/p>\n\n\n\n

Check My Ads<\/a><\/p>\n\n\n\n

NYU Ad Observatory <\/a><\/p>\n\n\n\n

Common Sense Media<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

For Mozilla, it boils down to this: our mission requires that we empower everyone to protect themselves online, not just the folks that are plugged in to the recent techlash. And a lot of the people that may need our tools the most spend a lot of time on Facebook and Instagram. <\/p>\n","protected":false},"author":1825,"featured_media":65547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[463312,5],"tags":[4863,11375],"coauthors":[442564],"acf":[],"yoast_head":"\nOur approach to advertising on Facebook platforms<\/title>\n<meta name=\"description\" content=\"Mozilla returns to advertising on Facebook platforms with a new approach\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/\",\"url\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/\",\"name\":\"Our approach to advertising on Facebook platforms\",\"isPartOf\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2021\/05\/Mozilla_Return_To_Facebook_Platforms_Astrology_Ads.jpg\",\"datePublished\":\"2021-05-27T16:00:00+00:00\",\"dateModified\":\"2022-07-28T16:09:24+00:00\",\"author\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/4c03538a4edd116d5a2cf7db5bdc3dc9\"},\"description\":\"Mozilla returns to advertising on Facebook platforms with a new approach\",\"breadcrumb\":{\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#primaryimage\",\"url\":\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2021\/05\/Mozilla_Return_To_Facebook_Platforms_Astrology_Ads.jpg\",\"contentUrl\":\"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2021\/05\/Mozilla_Return_To_Facebook_Platforms_Astrology_Ads.jpg\",\"width\":1200,\"height\":451,\"caption\":\"Instagram Astrology Ads Targeted By Birthday\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/blog.mozilla.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Our approach to advertising on Facebook platforms\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/#website\",\"url\":\"https:\/\/blog.mozilla.org\/en\/\",\"name\":\"The Mozilla Blog\",\"description\":\"News and Updates about Mozilla\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.mozilla.org\/en\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/4c03538a4edd116d5a2cf7db5bdc3dc9\",\"name\":\"Lindsey Lionheart O\u2019Brien\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/image\/41310c165ed342cc70e61eee634a6f8d\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/2fb88244ae92b9eb5aef3278e6d0b312?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/2fb88244ae92b9eb5aef3278e6d0b312?s=96&d=mm&r=g\",\"caption\":\"Lindsey Lionheart O\u2019Brien\"},\"description\":\"CMO, Mozilla\",\"url\":\"https:\/\/blog.mozilla.org\/en\/author\/lshepardmozilla-com\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Our approach to advertising on Facebook platforms","description":"Mozilla returns to advertising on Facebook platforms with a new approach","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/","url":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/","name":"Our approach to advertising on Facebook platforms","isPartOf":{"@id":"https:\/\/blog.mozilla.org\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#primaryimage"},"image":{"@id":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2021\/05\/Mozilla_Return_To_Facebook_Platforms_Astrology_Ads.jpg","datePublished":"2021-05-27T16:00:00+00:00","dateModified":"2022-07-28T16:09:24+00:00","author":{"@id":"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/4c03538a4edd116d5a2cf7db5bdc3dc9"},"description":"Mozilla returns to advertising on Facebook platforms with a new approach","breadcrumb":{"@id":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#primaryimage","url":"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2021\/05\/Mozilla_Return_To_Facebook_Platforms_Astrology_Ads.jpg","contentUrl":"https:\/\/blog.mozilla.org\/wp-content\/blogs.dir\/278\/files\/2021\/05\/Mozilla_Return_To_Facebook_Platforms_Astrology_Ads.jpg","width":1200,"height":451,"caption":"Instagram Astrology Ads Targeted By Birthday"},{"@type":"BreadcrumbList","@id":"https:\/\/blog.mozilla.org\/en\/mozilla\/mozilla-approach-to-advertising-on-facebook-platforms\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blog.mozilla.org\/en\/"},{"@type":"ListItem","position":2,"name":"Our approach to advertising on Facebook platforms"}]},{"@type":"WebSite","@id":"https:\/\/blog.mozilla.org\/en\/#website","url":"https:\/\/blog.mozilla.org\/en\/","name":"The Mozilla Blog","description":"News and Updates about Mozilla","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.mozilla.org\/en\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/4c03538a4edd116d5a2cf7db5bdc3dc9","name":"Lindsey Lionheart O\u2019Brien","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blog.mozilla.org\/en\/#\/schema\/person\/image\/41310c165ed342cc70e61eee634a6f8d","url":"https:\/\/secure.gravatar.com\/avatar\/2fb88244ae92b9eb5aef3278e6d0b312?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/2fb88244ae92b9eb5aef3278e6d0b312?s=96&d=mm&r=g","caption":"Lindsey Lionheart O\u2019Brien"},"description":"CMO, Mozilla","url":"https:\/\/blog.mozilla.org\/en\/author\/lshepardmozilla-com\/"}]}},"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/posts\/65543"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/users\/1825"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/comments?post=65543"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/posts\/65543\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/media\/65547"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/media?parent=65543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/categories?post=65543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/tags?post=65543"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blog.mozilla.org\/en\/wp-json\/wp\/v2\/coauthors?post=65543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}