For some months now, the Facebook Apple diatribe has shaken the world of technology and beyond. The update released by the Cupertino company for iOS 14 has introduced essential changes to its privacy policy, with solid repercussions within the platform. In particular, it will be more difficult for Facebook to access conversion. In web marketing and tools like the Pixel, which could have harmful repercussions on the success of advertisers’ campaigns.
Apple’s OS update requires all apps in the App Store to show users a prompt to request activity monitoring on apps and websites. If the user disables this, the A detail could cause the Zuckerberg-based company to lose one of its primary sources of income: a whopping 86 billion dollars from personalized ads. And this well explains why the Facebook Apple diatribe is so heated.
The Topic Of This Post
- 1 Facebook Apple, a war between giants
- 2 The repercussions of the iOS 14 update on Facebook advertising
Facebook Apple, a war between giants
“ by your App with user or device data collected by other companies’ offline apps, websites or properties for advertising or” So Apple explained the innovations introduced by the new iOS update, allowing users to enable and disable the monitoring of activities by an App for advertising purposes only.
For users who do not consult the ads often, there will be no significant changes. Even if those who decide to deactivate the monitoring find themselves seeing advertising less and less relevant to their interests – and with good reason, given that the platform cannot collect information of any kind -. But it is mainly advertisers who suffer the consequences of the update. And that is what has access to the Apple Facebook disputes.
In the past few months, Zuckerberg’s company has been running full-page ads in newspapers such as The Wall Street Journal and New York Times, firmly arguing that the iOS 14 update would hurt small businesses and consumers.
And to enforce their rights, Facebook even launched a site where small business owners could share their stories, thus supporting personalized ads, which have attracted customers in recent years. And so, in a very heated question and answer, the two tech giants have faced each other publicly.
Dan Levy, who manages the platform’s advertising business, even stated that Apple’s policy change is about ” profit, not privacy .” The iOS 14 update would force some applications to accept payment fees and in-App purchases, from which the Cupertino company can earn up to 30%. According to the platform, therefore, it would be more of a strategic move. Especially considering iMessage’s huge competition with WhatsApp and Messenger, both owned by Facebook.
For its part, the Cupertino company has clearly stated that the changes to the privacy policy do nothing but offer users greater control over their data and increased transparency on the information collected by the Apps. ” If a company relies on misleading users, on the exploitation of data, on choices that are not choices at all, does not deserve our praise. It deserves a reform “.
So Tim Cook launched a “dig” at Zuckerberg’s company. But it is clear that this has done nothing but increase the Facebook Apple war. Beyond the controversies, what are the actual repercussions of the iOS 14 update on advertising?
The repercussions of the iOS 14 update on Facebook advertising
Defining what the consequences of the update released by Apple are on Facebook advertisers is not that simple. The platform has published many articles in which it clarifies what the repercussions of the changes to the privacy policy will be, stating that ” without personalized ads powered by their data, small businesses could see a cut of more than 60% of website sales from ads “. Indeed, given that the Cupertino company will make it more challenging to collect and share some user data, there will be real repercussions on the performance of advertising campaigns.
” As more people turn off tracking on iOS 14 devices, ad personalization and performance reporting for conversion events on both the app and the web will be limited .” So the same platform explained what the consequences of the iOS update would be on personalized ads. In particular, if you also want to advertise for iOS 14 users, you will have to create separate campaigns to promote the installation of the App for the updated operating system.
But you will find yourself dealing with many limitations due to the Facebook Apple diatribe. As for creating optimized ads for conversion events on your website, for example, the Pixel will be able to perform optimization for up to 8 conversion events for each domain.
And that’s not all. There are also limitations concerning reports relating to campaigns to promote the installation of the iOS 14 App on Facebook. According to the platform, ” for these campaigns, messages on mobile app installations and other app conversion events will have to be based on data from theAPIAPIs (Application Programming Interfaces) are a set.
In short, the consequences of the Facebook Apple diatribe are felt solid and transparent on the success of the advertising campaigns on the platform.
By accessing less and less information about users, it will become increasingly challenging to optimize personalized ads. And this could cause both companies and Zuckerberg’s company to lose many insurance business opportunities. But the “war” is still on, and we don’t know what will happen in the future.
