“And you still only have $5 for those 2,000 impressions. “Well, now to get 1,000 men you have to show it to 2,000 people, because all of a sudden you don’t know who is a man and who is a woman,” Woosley said. He gave as an example a men’s underwear brand that would have gained one customer for a $5 ad targeted at 1,000 men. Mike Woosley, Lotame’s chief operating officer, said advertisers are now getting less bang for their buck on iPhones. Advertisers have responded by cutting back their spending at Snap, Facebook, Twitter and YouTube and diverted their budgets elsewhere: in particular to Android phone users and to Apple’s own growing ad business.Įven very basic forms of targeting are lost when users decline permission for apps to “track” them.
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Most users have opted out, leaving advertisers in the dark about how to target them.
It says that’s because their unique selling point (USP) was the ability to target particular demographics and interest groups, and that now they can no longer offer that, advertisers are taking their business elsewhere …Īpple’s decision to change the privacy settings of iPhones caused an estimated $9.85bn of revenues to evaporate in the second half of this year at Snap, Facebook, Twitter and YouTube, as their advertising businesses were shaken by the new rules A new report estimates that Apple’s app privacy policy – aka App Tracking Transparency – will cost social media companies almost $10B in the second half of this year.
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