Graham Mudd, vice president of product marketing at Facebook, has highlighted in a post that the privacy measures of iOS are significantly affecting the advertising business. Mark Zuckerberg’s company has already warned investors about how damaging features like App Tracking Transparency would be to advertisers, and these are starting to be noticed.
Specifically, Facebook highlights that Apple’s new tools have made it more difficult to measure campaigns on the platform, and that has meant that many advertisers have had to increase their advertising spend to meet their objectives.
“We have heard from many of you that the impact on advertising investment has been greater than expected. The difficulty of achieving the result for your business may have increased and it has also become more difficult to measure your campaigns on our platform”
The company also ensures that you have not been reporting web conversions correctly, something that has also affected advertisers considerably. “We believe that real-world conversions, such as sales and app installs, are higher than reported for many advertisers,” Mudd details. This has made the performance measure, on average, 15% worse than it could have been.
Facebook, disagreeing with iOS privacy measures
Mark Zuckerberg, CEO of Facebook
Apple, remember, announcement App Tracking Transparency in iOS 14 as a privacy measure that allows users choose whether or not they want applications to perform a crawl with the aim of displaying personalized ads. According to data from Flurry Analitcs, after several weeks of the release of iOS 14.5, only 11% of users agreed to share their data with other applications.
Facebook and other companies where advertising is a large part of their business disagreed with this role. Specifically, the company claimed that these new measures they only served to force Apple’s dominance in the market. He also stressed that they would harm small businesses or companies that decide to advertise through Facebook. Tim Cook, CEO of Apple, responded that it should be the user who decides if they want the applications to collect their data.
On its blog, Facebook offers some details to improve the reach of the ads. It also confirms that it is working on “new technologies” that will allow show personalize advertising respecting privacy. However, and according to Axios, advertisers have demanded from the company “greater clarity on how to handle changes in ad targeting caused by Apple’s new privacy terms.”