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What Advertisers Need to Know About Apple’s & Facebook’s Changes



what advertisers need to know about apples facebooks changes

Anyone who’s advertising on Facebook Ads has been seeing plenty of updates about the feud that’s going on between Apple and Facebook over the past few months. In this post, we will try to walk you through what they are quarreling about, why you should care, and what can you do to keep your campaigns performing well.

What’s been happening

This recent conflict stems a long while back, to the days Apple released their first iPhone. From the get-go, Apple’s native browser enforced more robust privacy measures on the device, to maintain its user’s privacy. These limitations included a stricter capping of cookie duration and other methods that historically made Apple users harder to target, despite being a highly desired audience.

As Apple’s devices grew in popularity, additional measures were added to Apple devices’ App and Web ecosystems. This continued to limit measurement and blocked shady tracking techniques (e.g. fingerprinting and cookie matching).

However, the recent changes that are expected to be introduced in iOS 14.5 and macOS 11 are nothing short of a revolution.

Apple’s new protocols (ATT – App Tracking Transparency, that focus on mobile apps & PCM – Private Click Measurement that focus on websites), though slightly different when applied to Web or Apps, state that there shouldn’t be a direct linkage between a user and the ad click event, blocking the ads platforms (like Facebook) to identify a specific user.

They claim that an advertiser should only know that some user clicked an ad and that some user converted on their site. While this seems relatively trivial, the underlying concept here is that the advertiser will report only on the campaign level metrics, i.e. Campaign A had 100 clicks and five conversions. Any granular reporting beyond that, e.g. which ad set, or specific ad converted, or which user demographic converted, will not be shown.

While the ATT protocol requires that users actively opt-in to be tracked (with limitations described above), the PCM protocol will default on the Safari browser.

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This change will impact all advertising platforms, not just Facebook, but they have been loudest about it.

Their response was two-fold: First, they lashed out publicly at Apple, saying they will ruin SMB marketing that got hit during COVID.

Screenshot from on Facebook ads against Apple

Second, they introduced their protocol, Aggregated Event Measurement (AEM), similar to Apple’s, while still retaining some critical capabilities required to optimize ad serving, hoping that the industry would adopt it as its standard.

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How will it impact you?

While both protocols are still in the works, and it remains unclear which of them will prevail, the general direction of both is quite similar:

  1. Limited event tracking
  2. Limited attribution windows
  3. Delayed campaign reporting (up to 72 hours)
  4. Campaign reporting will be modeled to the ad set/ad group level only
  5. User attribute breakdowns (demographics, interests, etc.) will be deprecated
  6. Remarketing audiences’ sizes will reduce

Let’s break it down:

Limited event reporting

Apple’s protocol, and accordingly, Facebook’s, suggest that advertisers can report only 8 types of conversion events. These include any user interaction on the site, e.g. Purchase, Lead, Add to Cart, etc., unlike today where there is no such limit.

In Apple’s protocol, these events will also be unable to capture event parameters, such as the name and value of the item purchased. This, in practice, will remove the option for ROAS optimization in campaigns.

Limited attribution windows

The campaign data stored by Apple devices (using the browser and device’s storage, not cookies) will be limited to 7 days. This will restrict campaign attribution to a 7-day click window. View-through conversion attribution is still under consideration, but for the time being, Facebook has decided to use statistical modeling to bridge this gap, offering a limited 1-day view-through conversion window.

Delayed campaign reporting

To keep the ad platforms from manipulating the protocols, the reporting will be delayed randomly by 24-48 hours. Additionally, Facebook plans to add 24 hours for data processing due to the heavy statistical modeling happening in the background. This means that campaign reports might lag almost three days and measuring the impact of your ads’ changes will become painfully slow.

Campaign reporting will be modeled to the ad set/ad group level only

As described above, both Apple and Facebook’s protocols report only on campaign level conversions. Since campaigns have in practice multiple levels, i.e. Campaign – Ad group/Ad set – Ad, Facebook will use, again, statistical modeling to extrapolate the data to the ad set level. This will give some limited granularity to the campaign and be very far from the detailed reports we’re used to seeing.

User attribute breakdowns will be deprecated from reporting

With reporting detached from the user, no breakdowns will be available in campaign reporting. So, while you can still target a specific demographic (as that data is known to the ad platform for serving the ad), you will probably only have information on which ad clicked the most and won’t be able to pair that with an actual demographic group. For example, you can target female shoppers of ages 25-45 from California but won’t be able to break down your conversion reports to identify if you’ve received more conversions in Los Angeles than in Sacramento.

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Say goodbye to campaigns breakdown.

Remarketing audiences’ size will reduce for Safari users

With the absence of data about user actions taken on your site and app, remarketing audiences are expected to shrink for Safari users. While it’s still unclear whether there will be a mechanism to track users that aren’t originating from campaigns (e.g. Organic traffic), we expect the audience to be smaller for Safari users.

According to Apple, there will be no change to Chrome or In-App browsers (like Facebook’s browser)

What can you do about it?

To be honest, as a campaign manager, all the above sound quite terrible. In a separate post in this series, I’ll touch on the specific campaign-related tactics you can use to overcome some of these challenges.

In this post, I wanted to suggest some general concepts I believe you should adopt.

Follow Facebook’s best practices

While this might sound trivial, these will give you the most value in an immediate way.

Implement Facebook’s Conversion API (server to server tracking). There are plenty of good plugins out there for a code-free implementation of this, and even an in-house development of this feature isn’t too much of a hassle for a decent developer.

I also recommend using their Offline Conversions API which allows you to report on delayed conversions, e.g. a Lead converting after an in-person meeting. The offline conversions are mainly based on PII (Personal Identifiable Information) from your CRM/eCommerce platform like email or phone numbers, and we do not expect them to be impacted by Apple’s changes. Note that you can use them for reporting but not as an optimization event.

Both are recommended best practices regardless of the new protocols, as they improve reporting accuracy.

Another important action is verifying your domain and business. This can be done in your Business Manager admin area under Business settings – Brand safety – Domain. Once your domain has been verified, you can select and prioritize the eight events Facebook will use for optimizing campaigns. These will also be selected automatically by Facebook for your business if you don’t select them yourself.

Diversify spend

With limitations coming to all platforms, now is as good a time as ever to experiment with new ad platforms. If Facebook enforces these strict measures, maybe Pinterest will make up for some of it, and maybe Taboola or Outbrain will be more lucrative channels now.

This too is a recommended practice regardless of the new protocols, but with these limitations, it becomes critical you spread your risk across several platforms.

Measure elsewhere

With campaign reporting limited, we expect web analytics tools to be on the rise. These include the platforms’ built-in solutions, e.g. Shopify’s internal dashboard, along with other 3rd party solutions (relying on your 1st party data, of course).

The flip side is that most of these tools use simpler attribution models, primarily last touch attribution.

To prepare best for this, try analyzing past performance by comparing conversions measured in Facebook Ads versus ones measured in Google Analytics. The reporting in Facebook Ads is likely to be higher, and with sufficient data, you will get an estimate of your “hidden multiplier”, i.e. how many conversions were impacted by Facebook as compared to direct conversions from Facebook. This number will help in giving credit to the ad platform that goes beyond just the direct conversions measured.

Future outlook

This change is yet to happen. While there has been a lot of fussing about it, it hasn’t yet been released, and Apple has reportedly said it would happen in “early spring”. I do believe that there will be some changes to all protocols before this goes live.

One change we can already expect is Facebook’s response to Apple’s Beta release of iOS 14.5 on February 1st. The release featured a surprisingly more relaxed version of the PCM protocol (the privacy protocol for websites), which now offers App to Web tracking and a larger cap of 16 conversion events. We expect Facebook to respond to these changes and relax the limitations on their AEM protocol.

As a result of these protocols, we also expect several major changes in the industry are going forward.

Rise of the Walled Gardens campaigns

What happens on Facebook, well, stays on Facebook. And Facebook has quite a sophisticated set of tools they can offer marketers to engage their users within Facebook and even complete the actual conversion.

Solutions such as Lead Forms and Canvas have been around for a while now. Facebook is now heavily pushing its eCommerce solutions like Facebook Shops, Instagram Shopping and WhatsApp Business solution that already started in India. Those solutions will enable a complete checkout flow from within the platform from the impressions level until the purchase.

Similar solutions are being offered by Google, including the recent release of Shop with Google and the expected shopping experience within YouTube, so we can expect them to promote these heavily too.

Keeping the users within the walled gardens gives the ad platforms full visibility to the campaign and conversion data, which can then be used to optimize and report.

Moving away from ROAS

As campaign reporting becomes limited, brands will need to shift their measurement from down funnel metrics such as ROAS. Suppose sophisticated brands were previously moving the discussion to lift measurement (a movement that will continue despite these changes). In that case, they will now also have to consider more “classic” marketing metrics such as Share of Voice and Share of Wallet. This can be a positive outcome, widening the focus from strictly tactical metrics to more strategic ones.

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Top CIA agent shared pro-Palestinian to Facebook after Hamas attack: report



Top CIA agent shared pro-Palestinian to Facebook after Hamas attack: report

A high-ranking CIA official boldly shared multiple pro-Palestinian images on her Facebook page just two weeks after Hamas launched its bloody surprise attack on Israel — while President Biden was touring the Jewish state to pledge the US’s allegiance to the nation.

The CIA’s associate deputy director for analysis changed her cover photo on Oct. 21 to a shot of a man wearing a Palestinian flag around his neck and waving a larger flag, the Financial Times reported.

The image — taken in 2015 during a surge in the long-stemming conflict — has been used in various news stories and pieces criticizing Israel’s role in the violence.

The CIA agent also shared a selfie with a superimposed “Free Palestine” sticker, similar to those being plastered on businesses and public spaces across the nation by protesters calling for a cease-fire.

The Financial Times did not name the official after the intelligence agency expressed concern for her safety.

“The officer is a career analyst with extensive background in all aspects of the Middle East and this post [of the Palestinian flag] was not intended to express a position on the conflict,” a person familiar with the situation told the outlet.

The individual added that the sticker image was initially posted years before the most recent crisis between the two nations and emphasized that the CIA official’s Facebook account was also peppered with posts taking a stand against antisemitism.

The image the top-ranking CIA official shared on Facebook.

The latest post of the man waving the flag, however, was shared as Biden shook hands with Israeli leaders on their own soil in a show of support for the Jewish state in its conflict with the terrorist group.

Biden has staunchly voiced support for the US ally since the Oct. 7 surprise attack that killed more than 1,300 people, making the CIA agent’s posts in dissent an unusual move.

A protester walks near burning tires in the occupied West Bank on Nov. 27, 2023, ahead of an expected release of Palestinian prisoners in exchange for Israeli hostages. AFP via Getty Images

In her role, the associate deputy director is one of three people, including the deputy CIA director, responsible for approving all analyses disseminated inside the agency.

She had also previously overseen the production of the President’s Daily Brief, the highly classified compilation of intelligence that is presented to the president most days, the Financial Times said.

“CIA officers are committed to analytic objectivity, which is at the core of what we do as an agency. CIA officers may have personal views, but this does not lessen their — or CIA’s — commitment to unbiased analysis,” the CIA said in a statement to the outlet.

The top CIA official has since deleted the pro-Palestinian images from her social media page. Hamas Press Service/UPI/Shutterstock

Follow along with The Post’s live blog for the latest on Hamas’ attack on Israel

Neither the Office of the Director of National Intelligence nor the White House responded to The Post’s request for comment.

All of the official’s pro-Palestinian images and other, unrelated posts have since been deleted, the outlet reported.

Palestinian children sit by the fire next to the rubble of a house hit in an Israeli strike. REUTERS

The report comes as CIA Director William Burns arrived in Qatar, where he was due to meet with his Israeli and Egyptian counterparts and the Gulf state’s prime minister to discuss the possibility of extending the pause in fighting between Israeli forces and Hamas terrorists in the Gaza Strip for a second time.

Israel and Hamas agreed Monday to an additional two-day pause in fighting, meaning combat would likely resume Thursday morning Israel time if no additional halt is brokered.

Both sides agreed to release a portion of its hostages under the arrangement.

More than 14,000 Palestinians in Gaza, including many women and children, have been killed in the conflict, according to data from the Hamas-controlled Ministry of Health.

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Lee Hsien Yang faces damages for defamation against two Singapore ministers over Ridout Road rentals



Lee Hsien Yang faces damages for defamation against two Singapore ministers over Ridout Road rentals

High Court ruling: Lee Hsien Yang directed to compensate Ministers Shanmugam and Balakrishnan for defamatory remarks on Ridout Road state bungalows. (PHOTO: MCI/YouTube and ROSLAN RAHMAN/AFP via Getty Images ) ((PHOTO: MCI/YouTube and ROSLAN RAHMAN/AFP via Getty Images ))

SINGAPORE — The High Court in Singapore has directed Lee Hsien Yang to pay damages to ministers K. Shanmugam and Vivian Balakrishnan for defamatory statements made in Facebook comments regarding their rental of black-and-white bungalows on Ridout Road.

The court issued a default judgment favouring the two ministers after Lee – the youngest son of Singapore’s founding prime minister Lee Kuan Yew and brother of current Prime Minister Lee Hsien Loong – failed to address the defamation lawsuits brought against him. Lee had, among other claims, insinuated that the ministers engaged in corrupt practices and received preferential treatment from the Singapore Land Authority for their bungalow rentals.

The exact amount of damages will be evaluated in a subsequent hearing.

Restricted from spreading defamatory claims against ministers

Not only did Justice Goh Yi Han grant the default judgment on 2 November, but he also imposed an injunction to prohibit Lee from further circulating false and defamatory allegations.

In a released written judgment on Monday (27 November), the judge highlighted “strong reasons” to believe that Lee might persist in making defamatory statements again, noting his refusal to remove the contentious Facebook post on 23 July, despite receiving a letter of demand from the ministers on 27 July.

Among other things, Lee stated in the post that “two ministers have leased state-owned mansions from the agency that one of them controls, felling trees and getting state-sponsored renovations.”

A report released by the Corrupt Practices Investigation Bureau in June concluded that no wrongdoing or preferential treatment had occurred concerning the two ministers. However, Lee continued referencing this post and the ongoing lawsuits, drawing attention to his remarks under legal scrutiny.

Justice Goh emphasised that the ministers met the prerequisites for a default judgment against Lee. The suits, separately filed by Shanmugam, the Law and Home Affairs Minister, and Dr Balakrishnan, the Foreign Affairs Minister, were initiated in early August.

Lee Hsien Yang alleges in his post that two ministers leased state-owned mansions, 26 and 31 Ridout Road from an agency, one of which they control, involving tree felling and receiving state-sponsored renovations.Lee Hsien Yang alleges in his post that two ministers leased state-owned mansions, 26 and 31 Ridout Road from an agency, one of which they control, involving tree felling and receiving state-sponsored renovations.

Lee Hsien Yang alleges in his post that two ministers leased state-owned mansions, 26 and 31 Ridout Road from an agency, one of which they control, involving tree felling and receiving state-sponsored renovations.(SCREENSHOTS: Google Maps)

He failed to respond within 21 days

Lee and his wife, Lee Suet Fern, had left Singapore in July 2022, after declining to attend a police interview for potentially giving false evidence in judicial proceedings over the late Lee Kuan Yew’s will.

His absence from Singapore prompted the court to permit Shanmugam and Dr Balakrishnan to serve him legal documents via Facebook Messenger in mid-September. Despite no requirement for proof that Lee saw these documents, his subsequent social media post on 16 September confirmed his awareness of the served legal papers.

Although Lee had the opportunity to respond within 21 days, he chose not to do so. Additionally, the judge noted the novelty of the ministers’ request for an injunction during this legal process, highlighting updated court rules allowing such measures since April 2022.

Justice Goh clarified that despite the claimants’ application for an injunction, the court needed independent validation for its appropriateness, considering its potentially severe impact on the defendant. He reiterated being satisfied with the circumstances and granted the injunction, given the continued accessibility of the contentious Facebook post.

Lee acknowledges court order and removes allegations from Facebook

Following the court’s decision, Lee acknowledged the court order on 10 November and removed the statements in question from his Facebook page.

In the judgment, Justice Goh noted that there were substantial grounds to anticipate Lee’s repetition of the “defamatory allegations by continuing to draw attention to them and/or publish further defamatory allegations against the claimants.”

The judge mentioned that if Lee had contested the ministers’ claims, there could have been grounds for a legally enforceable case under defamation law.

According to Justice Goh, a reasonable reader would interpret Lee’s Facebook post as insinuating that the People’s Action Party’s trust had been squandered due to the ministers’ alleged corrupt conduct, from which they gained personally.

While Shanmugam and Dr Balakrishnan were not explicitly named, the post made it evident that it referred to them, and these posts remained accessible to the public, as noted by the judge.

Justice Goh pointed out that by choosing not to respond to the lawsuits, Lee prevented the court from considering any opposing evidence related to the claims.

Do you have a story tip? Email: [email protected].

You can also follow us on Facebook, Instagram, TikTok and Twitter. Also check out our Southeast Asia, Food, and Gaming channels on YouTube.

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Tauranga judge orders Team Chopper Facebook pages taken down due to ‘threatening’ online communciations



Tauranga judge orders Team Chopper Facebook pages taken down due to ‘threatening’ online communciations

Helen Fraser’s son Ryan Tarawhiti-Brown with Chopper, the dog at the centre of an attack on Tauranga vet Dr Liza Schneider.

The son of the woman whose Rottweiler dog attacked and seriously injured a Tauranga vet has been ordered to disable two Facebook pages that contained threats towards the vet and her business.

Ryan Tarawhiti-Brown (AKA Ryan Brown) ran and promoted a Facebook page called Team Chopper in support of his mother Helen Fraser’s legal battle to save her dog Chopper.

Chopper was euthanised following a court order handed down on August 21 by Judge David Cameron after he convicted Fraser of being the owner of a dog that attacked and seriously injured Holistic Vets co-owner Dr Liza Schneider.

The attack happened in the carpark of her Fraser St practice on October 14, 2022.


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Schneider was left with serious injuries after Chopper bit her arm, including a broken bone in her forearm, and deep tissue damage and nerve damage.

She required surgery and her arm took several months to heal.

Tauranga woman Helen Fraser, pictured here at her July trial, said that the case was "exceptional" and argued in favour of sparing Chopper's life. Photo / Ethan Griffiths
Tauranga woman Helen Fraser, pictured here at her July trial, said that the case was “exceptional” and argued in favour of sparing Chopper’s life. Photo / Ethan Griffiths

Following Fraser’s conviction, Schneider sought a takedown order after she told the court she and her practice had been the subject of constant online harassment and threats since October 2021.

Schneider said comments posted on the Team Chopper Facebook page included threats, harassment and derogatory and abusive comments.


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In an affidavit, Schneider said her Google account had also been bombarded with fake reviews which she alleged were incited by the Team Chopper page.

Court documents obtained by the Bay of Plenty Times confirm an interim judgment was made by Judge Lance Rowe on August 30 which ordered the page be taken down and any references to Schneider removed. She also asked for a written apology. This order was previously suppressed.

During a second court hearing on October 25, Tarawhiti-Brown’s lawyer Bev Edwards told Judge Cameron it was accepted her client had not complied with this order to take down the page.

Edwards said her client had instead changed the nature of the page to help promote the rights of cats and dogs, and no criticism or abuse of Schneider or Holistic Vets was made by her client in those posts.

Tarawhiti-Brown had filed an affidavit to similar effect, court documents show.

Schneider argued the change in tone had not prevented others from posting derogatory comments about her.

This included posts on September 23, which stated she should be “prosecuted for negligence”, “sucked” at her job and should lose her licence.

Edwards also submitted that Schneider was prepared to use social media to her own advantage when it suited, her and cited an online article published in June.

In Judge Cameron’s written judgement, dated November 13, Tarawhiti-Brown, who lives in Australia, was ordered to immediately disable or take down his two Facebook pages.

The judge ruled the digital communications on the Facebook pages had been “threatening” to Schneider and “amount to harassment of her”, and also caused her “ongoing psychological harm”.


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Judge Cameron also ordered Tarawhiti-Brown to refrain from making any digital communications about Schneider or identifying her or her business directly or indirectly, and not to encourage any other person to do so.

The judge said it was accepted by Schneider removal orders against Facebook/Meta were “fraught with difficulties”, including jurisdictional ones, and discontinued the takedown application against those organisations.

The judge did not order Tarawhiti-Brown to apologise to Schneider and lifted the suppression orders by consent of both parties, who had to pay their own legal costs.

Schneider and the NZ Veterinary Association, which has been supporting her, declined to comment on these court orders.

Tarawhiti-Brown was also approached for comment.

Sandra Conchie is a senior journalist at the Bay of Plenty Times and Rotorua Daily Post who has been a journalist for 24 years. She mainly covers police, court and other justice stories, as well as general news. She has been a Canon Media Awards regional/community reporter of the year.


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