A:
Facebook
parent meta said Wednesday that the Privacy change Apple made to its
iOS operation system last year will decrease the social media company
sales this year by about 10 billion they believe that overall their
business which thrives on the border between what's legal and what's not
legal of data collection faces some pretty significant headwinds for
their business this is literally verbatim Facebook is admission is the
most concrete data points so far on the impact of advertising industry
of apples app tracking transparency feature which reduces targeting
capacities by limiting advertisers from accessing an iPhone user
identifier Apple first introduce the AT&T feature and iOS 14.5 which
was released for iPhones last year it's also included in iOS 15 which
is running on 72% of modern iPhones AT&T consists of pop-ups that
ask users whether they want to be tracked women opening up an app if the
user says no the app developer can no longer access the idfa a device
ID that is used to Target and measure the effectiveness of an online ad a
study from add measurement from apps flyer in October suggest that 62%
of iPhone users were choosing to opt out of sharing their idfa the
Privacy feature disrupts the behind the scenes mechanism of many mobile
ads especially those that confirm whether a purchase or download was
made iPhone apps with targeted advertising can instead use skad Network
and apple tool built as an alternative which Apple says is more private
in other words aside from all the heated controversy and comments back
and forth the bottom line point is apps can no longer track Apple users
unless they so choose to opt into that this will disrupt Facebook's
ability to monitor their ads the changes are diminishing the accuracy of
Facebook's ads driving up price based on the outcome like a sale or
download a day before Facebook's results alphabet blue past estimates
with its 4th quarter numbers and cited strength and e-commerce ads and
era where Facebook was weaker they suggest that Apple changes aren't
having the same impact on search as they are on other types of apps he
referenced how much money Google markets make for apple as the default
search engine on the Safari browser given that Apple continues to take
billions of dollars a year from Google Search the incentive clearly is
for the policy discrepancy to continue according to Apple sources bottom
line Apple makes money from other aspects of marketing but is choosing
to give privacy in reference to advertising through Facebook to their
customers and through any app in general most apps on an iPhone will ask
you if you want to be tracked or not
 |
Comments