<p class="has-text-align-center">Meta has pledged to build an advertising ecosystem that relies on less data, as the social media giant looks to push forward with its privacy agenda.</p>



<p class="has-text-align-center">EMEA director of global customer marketing, Carrie Timms, explained the brand realises people are more concerned about data in advertising than ever before and this must be a “priority” for marketers to gain consumer trust.</p>



<p class="has-text-align-center">“Marketers need to first secure people’s trust, trust should be a priority. And it’s certainly a priority for us here at Meta, we know the advertising landscape is changing,” said Timms, speaking at Meta’s Social Trends and Shaping Business in 2022 and Beyond event today (14 December).</p>



<p class="has-text-align-center">“And we know and we fully support the push to give people more control about how their data is used to target ads. In the long term, we want to drive the privacy agenda forward by building a personalised advertising ecosystem that relies on less data.”</p>



<p class="has-text-align-center">She called the future of privacy an “industry-wide concern”, which can only be resolved through collaboration between advertisers, governments and other social media platforms.</p>



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<blockquote class="wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow"><p>“The way we do marketing depends on people trusting us with data. The more they lose trust, the harder it will be to do good marketing.”</p><cite>Carrie Timms, Meta</cite></blockquote>



<p class="has-text-align-center">Keen to highlight the social media company’s progress in this regard, Timms pointed out Meta is currently in partnership with initiatives such as the Partnership for Responsible Addressable Media, the World Wide Web Consortium and the World Federation of Advertisers.</p>



<p class="has-text-align-center">“Now, you might be surprised to hear this from me. But allow me to explain why I and others at Meta are passionate about trust. We’ve seen that during the pandemic, trust has become more important than ever to consumers,” said Timms.</p>



<p class="has-text-align-center">She pointed to user trust being a “powerful force” that made the global Covid vaccine rollout successful, adding that trust is now the second most important reason for consumer purchases, according to the Edelman Trust Barometer report.</p>



<p class="has-text-align-center">“I believe that building and keeping trust will be critical to the success of marketing in the years ahead. That’s because the way we do marketing depends on people trusting us with data. The more they lose trust, the harder it will be to do good marketing,” said Timms.</p>
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<p class="has-text-align-center">UK customer experience dips<br>for first time in four years</p>



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