NEW DELHI: Facebook wasn’t happy when Apple rolled out the App Tracking Transparency feature with iOS 14 which gave Apple users the power to turn off the tracking done by various online advertisers, thus granting them more control over their privacy. Now, ad revenue is how Facebook makes money and to have that taken away from it hurt it then and seems to be hurting now too as the social media company has issued a mid-quarter update to its investors where it has a warning for them as regards to iOS 15.
In the update, published as part of a blog post by Graham Mudd, VP, product marketing, Facebook, he says:
“We’ve heard from many of you that the impact on your advertising investment has been greater than you expected. The cost of achieving your business outcome may have increased and it’s also gotten harder to measure your campaigns on our platform.
In some cases, this is due to underreporting on our part. Our estimate is that in aggregate we are underreporting iOS web conversions by approximately 15%; however there is a broad range for individual advertisers. We believe that real world conversions, like sales and app installs, are higher than what is being reported for many advertisers. We are committed to helping you better measure these outcomes and improve your performance.
We’re on this journey with you as our business also navigates and adapts to these changes.
As we noted during our earnings call in July, we expected increased headwinds from platform changes, notably the recent iOS updates, to have a greater impact in the third quarter compared to the second quarter. We know many of you are experiencing this greater impact as we are.”
He added that the company is optimistic about new privacy-enhancing technologies coexisting with personalised ads and it can be achieved in future. It remains to be seen how that is going to pan out.
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