24 Feb 2021 Apple’s iOS 14 update and what it means for Facebook marketing
Two tech giants, both under the scrutiny of the media questioning how they are tracking users’ data. Apple’s latest iOS introduced a new feature that gives its users more control over the data they share with third parties. Third parties use this data to personalize feeds and ads among other services.
One particular platform that will be affected is Facebook, known as the leading digital advertisers that use personal advertising as one of their main selling points. Marketers will consider other platforms and therefore ad spend on Facebook will decrease.
One has to wonder if there is an ulterior motive for Apple to introduce this feature or if it’s indeed a step forward in positioning themselves as a privacy-first company.
In 2021, expect more on the subject since Google is also set to remove third-party cookie data from Chrome later in the year.
It’s important for brands to have their own rich first-party data because relying on other platforms for this data will become more difficult as the months go by.