Tuesday, September 28, 2021 [Tweets] [Favorites]

App Tracking Transparency Affecting Facebook

Alex Kantrowitz (Hacker News):

Facebook VPs, including Simon Whitcombe and Graham Mudd, spoke to advertisers about Apple’s anti-tracking initiative, the one thing wreaking immediate harm on the company’s ad effectiveness and its bottom line.

[…]

Apple is indeed doing more damage to Facebook than any of its rolling series of scandals so far. The changes Apple made in iOS 14.5 — asking people if they wanted to opt-out of apps tracking them across the web — is causing tumult for advertisers who rely on Facebook to sustain their businesses. Performance marketers, i.e., those who want you to buy immediately after clicking, are particularly struggling. The masses, they believe, have opted out of letting Facebook track off of Facebook, so they can’t be sure if people are buying their products after seeing their ads. Facebook expects them to spend less money as a result.

Previously:

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