Network will be impacted because if users refuse to use their IDFA. Then they will no longer be able to be targeted by personalized advertising. Which makes the Audience Network useless on these apps…
Finally nit is of course the advertisers who will be affected. And see their income decrease given that they could no longer deliver personalized. Advertising to users of their site or app who refuse iOS tracking, which represents a shortfall.
Precisely Facebook defended them a lot in its press release in response to Apple’s iOS 14 update:
“Because of Apple’s policy small businesses will have a harder time reaching their target audience, and therefore growing enough to compete with larger businesses. Our studies have found that small businesses without the ability to use their own data to find customers on Facebook see, on average, more than a 60% drop in sales for every dollar spent when running ads on Facebook. Facebook family of apps to increase sales on their website. »
According to Facebook some advertisers
will be much more impacted than others, especially those who install iOS apps (logical), in addition to those who are very dependent on the Audience Netherland Business Email List Network (publishers and advertisers ) .
You will find out why in the rest of this article dedicated to the direct and indirect consequences of the iOS 14 update on Facebook advertisers.
Facebook advertisers are bound to be impacted by the iOS 14 update.
But what are the impacts
I count 4 of them which are directly linked to the deployment of App Tracking Transparency
The first direct impact obviously concerns tracking.
Indeed, if the user refuses tracking on iOS, the data will be restricted.
Does this mean that advertisers will no longer receive any data?
That’s what we thought, but Facebook quickly implemented an almost magical solution to B2C Reviews allow you to (the most important for you as an advertiser – like the purchase for example).
If your most important conversion event is the purchase, only the latter should show up in your Campaign Manager.
I specify that even if this solution makes it possible to collect a conversion event,
If the user refuses tracking on Facebook or Instagram apps, it is now impossible to deliver personalized advertising.
In my opinion, this is something very unfortunate. After all, the beauty of social media advertising is that we can see personalized ads based on our actions on and off these platforms.
