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Facebook’s Running Another Webinar on the Coming Impacts of iOS 14 for Advertisers

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After running a series of info sessions on the potential impacts of Apple’s IDFA update on its ad products back in January, Facebook is now holding another information session as it looks to ensure its ad partners are aware of the various ways that Apple’s changes to user data tracking could impact campaign performance.

The new session, being run on April 7th, will see Facebook product experts explaining how the IDFA update will impact ad targeting, optimization and performance reporting, by reducing the amount of information that Facebook will be able to track.

As explained by Facebook:

“Like the rest of the industry, we are waiting for Apple to confirm the date it will begin enforcing its App Tracking Transparency prompt, having previously announced it would be “early spring.” In the meantime, we want to emphasize the importance of implementing our guidance and taking our recommended actions prior to Apple’s prompt enforcement.”

Among the various expected impacts of the IDFA update for Facebook ads will be:

  • Reduced capacity to track user actions, including conversions, which will subsequently impact targeting and retargeting campaigns
  • Reduced data reporting, particularly related to attribution and measuring the effectiveness of ad campaigns. Facebook has already flagged the removal of its 28-day attribution data, which will result in fewer reported conversions for your campaigns. 
  • Reduced effectiveness for Audience Network campaigns, which rely on in-app tracking to present relevant ads to users

Essentially, with more people expected to opt-out of Facebook’s data tracking, you’ll have fewer tools to understand campaign performance, and to target people at the right stage. You’ll still have access to the information people post to Facebook, so region targeting, demographics, etc. But the more advanced elements will likely be lessened – depending on how many users do choose to opt-out when served with Apple’s new data-tracking prompts.

Apple IDFA prompt

As Facebook notes, Apple hasn’t yet provided an official launch date for its IDFA update, but based on previous guidance, it should be coming in the next couple of months. 

There have been some issues that could be holding up the change, however. Aside from Facebook’s very public opposition to the updated data tracking process, Apple’s also facing a more significant challenge in China, where China’s tech giants have vowed to implement a new mobile identifier, dubbed CAID, which they claim replaces IDFA tracking without breaching Apple’s rules. But, it likely does. According to The Financial Times, CAID enables Chinese apps to continue tracking most of the same data that Apple’s update would restrict, which likely violates Apple’s rules.

That could put Apple in a tough situation, where it may need to confront China’s big tech players, and even remove their apps from the App Store in response. That could then lead to further complications with the Chinese Government, and may lead to other problems for the company. For example, the majority of Apple’s device components are manufactured in China.

If Apple chooses to ignore CAID, however, that could put China in a unique position, while it would also incentivize other regions to create their own workaround processes along similar lines.

There’s a lot at stake, and it could potentially force Apple to re-think the change entirely. Either way, we still don’t have any definitive date for the IDFA roll-out as yet.

As noted, Facebook’s been working to keep advertisers informed about the potential changes to their campaigns via webinars, a dedicated IDFA mini-site, help prompts and more.

This new webinar is another element, and it could be worth tuning in for those advertisers who are still trying to get their heads around the various potential impacts.

Again, we won’t know the full extent of these changes till it’s actually rolled out, but it’s worth preparing yourself for what’s coming, in anticipation of a pending announcement.

You can register for Facebook’s info session here.

Socialmediatoday.com

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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Twitter Tests New Quick Boost Option for Tweets

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills. Reuters File Photo

New York: US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills after it advised the social media company on its acquisition by Elon Musk last year.

“As of December 23, 2022, Twitter remains in default of its obligations to Innisfree under the agreement in an amount of not less than $1,902,788.03,” the lawsuit said.

Twitter and a lawyer for Innisfree did not respond to queries.

Elon Musk in October closed the $44 billion deal announced in April that year and took over microblogging platform Twitter.

In January 2023, Britain’s Crown Estate, an independent commercial business that manages the property portfolio belonging to the monarchy, said that it had begun court proceedings against Twitter over alleged unpaid rent on its London headquarters.

Advertising spending on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social-media platform after Musk’s takeover.

The banks that had provided $13 billion in financing last year for the Tesla chief executive’s acquisition of Twitter abandoned plans to sell the debt to investors because of uncertainty around the social media company’s fortunes and losses, according to media reports.

Recently, Twitter made its first interest payment on a loan that banks provided to help finance Musk’s purchase of the social media company last year.

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