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Facebook vs. Apple - Who Cares? We Do!
The privacy feud might be viewed as an arrogant stand-off between two big brands - but if you hate wasting money on ads, you should follow it closely.
This is a hard blog to write because it's kind of like watching your parents fighting. You find yourself listening to one side and totally agreeing with what they're saying and then you hear the counter-argument and you're easily swayed. Deep down you hope they both just get over it and we can all move on and be happy, but this isn't that occasion - and if you're into online advertising, it's a really bad situation.
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Background
Online advertising platforms work best the more they know about us as people - what we like, where we are, what we've seen etc. It's how Google has evolved it's own Ads platform over the years and it's a massive part of what makes the Facebook Ad platform so valuable. What Apple are going to do with the roll-out of their new iOS 14 operating system is to prompt their users to give apps permission to track their activity across other apps and the web.
Why Does It Matter?
The key reason as an advertiser is that it will naturally lead to there being less meaningful data available to target ads against. For those who have spent fortunes running ads and building audiences, they will very quickly see those assets reduce considerably. As a user, it depends how much you value ads to discover new services and products as, if you opt-out, you're going to see far less relevant content if the platform can't see anything about you.
Here's Mark Zuckerberg's take on it:
"Apple may say that they're doing this to help people, but the moves clearly track their competitive interests."
What Do We Do?
In situations like this you need to play to the new rules and make the most of what still exists. There will still be powerful ways to engage your audience and not everyone owns an iPhone, but this isn't going away and privacy continues to be a hot topic.
It's always important to have a diverse approach to digital marketing and, just as companies have experienced in the past with Google algorithm changes, we're never far away from new and innovative ways to reach new audiences.
If you want to talk about creating a diverse and robust digital strategy, don't hesitate to get in touch.
This blog post was written by:
Chris Lunn • April 20, 2021
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