Apple's privacy push cost Meta $10B
economist.com
Apple's privacy push cost Meta $10B
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Re: Apple's privacy push cost Meta $10B
#2Re: Apple's privacy push cost Meta $10B
#3Apple probably has the power to kill the advertising industry. Wish it would use its gatekeeper position to do good for once.
Re: Apple's privacy push cost Meta $10B
#4Apple probably has the power to kill the advertising industry. Wish it would use its gatekeeper position to do good for once.
Apple has the power to extort massive amounts from the advertisement industry. Case in point: Google.
Re: Apple's privacy push cost Meta $10B
#5Apple probably has the power to kill the advertising industry. Wish it would use its gatekeeper position to do good for once.
I doubt it. Even with universal ad blocking on their platforms, iPhones are the minority worldwide and Macs even more so.
Websites would just make sites painful to use for Apple users and force them into exceptionally expensive subscriptions (which most people won’t pay for) or onto cheap devices that allow endless ads.
Re: Apple's privacy push cost Meta $10B
#6I'm going to ask the same question here:
If I run a Facebook ad campaign for my app and given that Apple already provides the SKAdNetwork attribution mechanism, does enabling IDFA benefit my app, or it benefits only Facebook? Marketing people are trying to convince me IDFA is important for ad efficiency and thus should be enabled (with the spooky ATT popup in the beginning), but something is telling me it's not. I might be wrong and would really like to know.
Re: Apple's privacy push cost Meta $10B
#7Apple probably has the power to kill the advertising industry. Wish it would use its gatekeeper position to do good for once.
I doubt it. Even with universal ad blocking on their platforms, iPhones are the minority worldwide and Macs even more so. Websites would just make sites painful to use for Apple users and force them into exceptionally expensive subscriptions (which most people won’t pay for) or onto cheap devices that allow endless ads.
Users of iPhones are many many times more valuable to advertisers than Android users.
Re: Apple's privacy push cost Meta $10B
#8Apple probably has the power to kill the advertising industry. Wish it would use its gatekeeper position to do good for once.
Apple has the power to extort massive amounts from the advertisement industry. Case in point: Google.
I think FB is understating the cost (the drop in revenue growth is more and Google's revenue growth hints on what it could have been); maybe because they are negotiating a deal with Apple.
Re: Apple's privacy push cost Meta $10B
#9As a rough datapoint, I run a consumer targeted e-commerce site. We ran a campaign before Christmas were we were selling a new product that was only marketed on Facebook, we are certain that (almost) all customers found it though that Facebook campaign. Facebook was only able to attribute about 50% of the sales to the ads, it should have been close to 100%. This then meant that Facebooks estimated CPA was effectively double what it actually was.
Important to note about 60% of our customers are on an iOS device, which is a little higher than the global average but matches the market segment we are in in the UK.
The situation improved after about 4 weeks, I believe Facebook now uses some "AI" to help with attribution on iOS, but it's somewhat difficult to be sure as by then we had other campaigns running.
So, this will definitely be effecting marketers decision making process of where to allocate spend. It certainly made us more courteous about spending on Facebook.
Re: Apple's privacy push cost Meta $10B
#10> But last year, citing privacy concerns, Apple turned off IDFA by default and forced apps to ask people if they want to be tracked. It seems most do not: a study in December by AppsFlyer, an ad-tech company, suggested that 54% of Apple users who saw the prompt opted out.
Hard to believe that nearly half of all people is ok with being tracked...