![]() ![]() “If you talked to any restaurant owner anywhere and asked them what IDFA is, I don’t think any of them would know what that is,” Love said. A business like that typically limits its targeting to fairly broad categories - for instance, an age range and a distance range from a specific zip code would let them target ads to Facebook users in their proximity. If you’re a small coffee shop in Austin, Texas, for example, you may not need too much data to target your ads, said Henry Love, a former employee on Facebook’s small business team. ![]() However, a former Facebook employee argues that these changes may not affect small businesses as these businesses are usually located in specific cities or states, which makes it easier to determine the ad’s target audience without using IDFA trackers. One particular threat is that advertisers will pour more money into Google’s search ad business, which Facebook cannot duplicate, and which targets users at the time of conversion.įacebook has been attacking Apple with campaigns that say the iOS 14 privacy changes will hurt small businesses, as many of them use Facebook’s platforms to advertise their products and services. The company also fears losing advertisers to Google, which currently has the largest online advertising platform with Google Ads.įacebook is the number-two recipient of online ad dollars, behind Google. This could result in fewer advertisers using Facebook apps to promote their products and services, which will definitely make the company lose money. With App Tracking Transparency in iOS 14, users will be able to opt out of letting Facebook record the IDFA, which would make it difficult to measure whether the ad was successful in its purpose. The Identifier for Advertisers (IDFA) also gives Facebook and advertisers a lot of information about the user who interacted with the ad, which also helps them determine to which users a specific ad will be shown. This shows the retailer that their Facebook ad worked. Just like other platforms that sell advertisements, Facebook uses something called “view-through conversions” to measure how many users saw an ad and didn’t immediately interact with it, but later made a related purchase.Īfter the purchase is made, the retailer records the IDFA of the user who bought the jeans and shares it with Facebook, which can determine whether the IDFA matches with a user who saw an ad for the jeans. Facebook, of course, is not happy about this since the social network relies on advertisements for its revenue.ĬNBC spoke with some former Facebook employees who detailed how exactly the company will be affected by Apple’s new privacy policies. Once this feature goes live, apps will no longer be able to track users between other apps and websites without requiring users’ permission. Facebook has been criticizing these changes, and now some former employees explained how the iOS privacy features are affecting the company.Īpple is working on a new feature called App Tracking Transparency that will be released to all users this spring with iOS 14.5. Apple has become even more aggressive with its privacy policy since the introduction of iOS 14, which added multiple new features to let users control how third-party apps use their data.
0 Comments
Leave a Reply. |