He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a “heavy” user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors. In fact, Zuckerberg went as far as to say that the company could even be in a better position than before if more businesses decided to start using Facebook and Instagram to sell their products. Zuckerberg had said that Apple was becoming one of his company’s biggest competitors.
Apple’s IOS 14 policy change is going to revolutionize the market place within the advertising industry. Is it moving towards a positive change or not depends on your response towards it. Marketers will need to rethink the system they use, measure the value of digital ads, and structure the metrics.
This happened when Facebook was preparing an antitrust lawsuit against Apple. The social media website Facebook had accused Apple of abusing control of its App Store by requiring outside app developers to abide by rules not applied to its own apps. Apple CEO Tim Cook, on the other hand, blasted on online platforms with “disinformation and conspiracy theories juiced by algorithms”. Facebook has prepared for the looming Apple changes by introducing more commerce products. While these changes affect the whole mobile-app ecosystem, they’re also impacting how advertisers run ads, target people, and measure their results on Facebook. While the messaging differs, the companies’ planned actions don’t seem likely to change.
While speaking at a conference call with investors, Zuckerberg said that Apple has every incentive to use their dominant platform position to interfere with how other apps work, which they regularly do to the preference of their own. He added that mark zuckerberg clubhouse facebook apple idfa Apple may say that they’re doing this to help people but the moves clearly track their competitive interests. The problem for a brand just might be that this higher level of targeting results in a significantly higher price for ad placement.
So the second strategic purpose of this shift by Google is to advantage themselves over Facebook and other digital ad companies, at least on Android. The most important is the ad-targeting algorithm, but for Facebook, Instagram and YouTube, the engagement algorithm is almost as important. Google has very quietly added a feature like Apple’s App Tracking Transparency to Android 12, but it is opt-out, not opt-in. Twitter is an under-rated metaverse play because they are building in NFT ownership validation and just turned on Bitcoin tipping into the product. Revenue growth target of $7.5B (up 40%) in two years is more achievable given they have done almost no direct response advertising and are starting to turn that on. The big picture is they have work to do over the next two years around their DAU and revenue growth targets.DAU growth.
The tracking prompt will get more people to start asking questions about their data and no matter your perspective on Apple vs. Facebook, asking those questions and having those discussions is a very, very good thing. CFO Dave Wehner agrees, but he says the market could shrink in the new environment. If a person sees an ad on Facebook but doesn’t immediately take action, that doesn’t mean the ad was completely ineffective.
But it is another small, but significant dent in Facebook’s finely-tuned data machine. Gaming content grew 2% because of tough comps given less time was spent at home gaming compared to a year ago. Overall the business was not impacted by Apple IDFA, outside of a modest headwind to YouTube, which posted revenues of $7.2B (up 43%) vs. the Street at $7.4B. Needs to review the security of your connection before proceeding. You need to know two important things related to significant changes to web and app ads flow. In June 2020, Apple announced three new app policies that will change the way you perceive your data.
Apps that marketers are advertising in and apps that they’re marketing for both need permission to make targeting and marketing measurement function. So optimistic surveys estimating a 40% opt-in rate actually result in perhaps 17% real-world IDFA availability. Upcoming planned privacy update to iOS 14, which will make it easier for iPhone and iPad users to block companies from tracking their activity to target ads. Facebook CEO Mark Zuckerberg on Thursday said he is confident the social media company “will be able to manage through” Apple’s upcoming privacy changes. Meanwhile, Facebook has been preparing for the looming data privacy changes by launching more commerce products, such as Facebook Shops and Instagram Shops.
This can be turned off, but of course, it is opt-out, not opt-in. But even if users opt-out of location history, Google is still tracking their location through apps. Most users have granted Maps and Weather location permissions, and every time they are used, even in the background, Google gets that location. Now in Android 12, there will also be an approximate location option like in iOS. In the past, apps would get around being denied location permissions by using Bluetooth beacons.
Facebook completely disagreed with Apple’s approach and could not use Apple’s prompt or IDFA to provide stability for their partners. But that will be the worst outcome for Facebook because their app could be banned from the App Store permanently; thus, to protect millions of businesses that run on Facebook, they agreed. “We were already encouraging our clients to utilize these, since relying on the platform data was a siloed view of performance and only looks at last touch and doesn’t take into account other marketing activity,” said Rain’s Eenigenburg. Advertisers are mitigating the impact by targeting bigger audiences and using new measurement techniques. In our long-term review of the iPhone 14 Pro, we differentiate between Apple’s marketing machine and nice-to-have features.
