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the The App Tracking transparency feature, introduced in iOS 14.5, is easily one of the most important new iOS features, limiting the amount of data that advertisers could collect from users. It looks like the change has been adopted by 75% of all iOS users, with just 25% choosing to continue sharing data with advertisers, according to analytics firm Branch.
Bloomberg reports that this has plunged Facebook into panic mode, as the social platform is apparently no longer able to provide certain key metrics to its advertisers, preventing them from knowing how well their ads are performing. In particular, media buyers who ran ad campaigns on Facebook last month were unable to report direct sales from their customers.
Additionally, Facebook is now apparently unable to show a company’s products to potential customers on Facebook or retarget customers who have already purchased a product. As you can imagine, the lack of credible statistics is bad enough for the advertising industry, which now has to throw several things to the wall to see what works.
App tracking is a per-app feature that prompts you to turn tracking on or off, but users can automatically turn off all incoming app tracking requests, making it harder for advertisers to do their jobs every minute. In case you don’t know how, we have a pretty handy guide that might be helpful.
How does Facebook plan to tackle the vital tracking feature that’s hampering its advertising activity? It appears Mark Zuckerberg’s company is working on “new ad features that require less data to measure ad success.” It appears that Facebook is also exploring other methods of serving ads based on collecting data stored on a user’s iPhone.
“Apple’s policy impedes the ability of businesses to use their advertising budgets effectively and efficiently, and the limitations created are due to Apple’s restrictions for their own benefit.” a Facebook seller revealed. “We believe that personalized advertising and user privacy can coexist.”
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