Many Facebook Ad Creators are cringing over Apple’s decision to protect their user’s information from being tracked and used by Facebook with the release of Apple’s new IOS 14 update.
Apple wants to protect their user’s privacy. Facebook wants to deliver better ad experiences.
It’s a war between two tech giants.
An Apple spokesperson says, “App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.”
The new IOS update actually defaults the user to the privacy setting and if they wish to be tracked they need to set it to “Opt-In“.
Whereas Facebook prefers that people’s data be tracked and if they wish to “Opt-Out” that should be an option and not a default.
Ironically, Apple was ready to launch this new update back in September 2020…but Facebook whined, whimpered and complained that it would gut it’s ad revenue. And so to be nice Apple gave Facebook time to come up with a solution.
However over the last six months instead of Facebook coming up with solutions they instead took a defensive posture and warned all their ad creators it’s all Apple’s fault. So then the Ad Creators went around like Chicken Little screaming the sky is falling in attempt to warn advertisers that Apple was killing their ability to attract audiences with their ads.
Every business uses data in some fashion. However, shouldn’t the customer be informed as to how their data is being used? Some say yes, others say no.
Data collection is big business. The more data that a company collects about you means the more precise the ads become. And the more those ads follow you around the digital spectrum.
Defaulting to an “opt-out” position means your information is not being used by 3rd parties and those 3rd parties can’t deliver catered ads that stalk you everywhere.
Unfortunately those who rely on selling Facebook ads become a causality of war as these tech giants battle it out. And the advertisers themselves well they may wish to seek other platforms to advertise. Or just deal with Apple users not letting Facebook see their data.
But either way…remember this tip…
If you don’t own the platform, you can’t make the rules.
Rob is affectionately known as “Mr. Sarcasm” to his friends - to everyone else he’s a Certified Digital Marketing Strategist, a Foremost Expert On Specialized SEO, a Best Selling Author, Podcaster, Speaker and Authority Broadcaster who can help amplify YOU to your audience.
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