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Meta Provides New Tips to Help Brands Mitigate the Impacts of Audience Data Loss on iOS

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Meta Provides New Tips to Help Brands Mitigate the Impacts of Audience Data Loss on iOS

As it works to weather the impacts of Apple’s ATT update, which now prompts iOS users to opt-in to data sharing in apps, Meta continues to refine its ad targeting options, in order to maximize performance results in a more privacy-friendly way.

But the fact is, Meta has lost a lot of user data, which has made its ads less effective. Meta estimates that it will lose $10 billion in ad spend this year alone as a result of the iOS update, and while it can still generate good results for many brands, it does require a change in approach, both from brands and Meta itself, to realign their strategy.

Most brands are simply not getting the same bang for their buck as they once were, which is why Meta has published a new guide to help brands realign with the latest changes, and get their ad performance back on track.

As explained by Meta:

“Over the last year, we recognize that it has become harder for businesses to personalize campaigns and to understand and improve campaign performance – but we are committed to helping you boost performance while also respecting customer privacy choices.”

The new guide outlines four key points of focus for advertisers, across 21 pages. You can download the full Meta ‘Foundations of Performance’ guide here, but in this post, we’ll take a look at some of the highlights.

First off, Meta recommends that advertisers utilize its Conversions API, which enables brands to use their own marketing data for improved retargeting and measurement.

As displayed in this diagram, the Conversions API lets advertisers plug their customer information directly into Meta’s system. That alleviates the need to rely on the data that Meta itself can (or more effectively can’t) collect, which can help to mitigate the impacts of ATT on your ad targeting.

Though that’s still a lot more limited than what Meta was once able to provide, via its vast data collection process, across billions of users. But with Apple’s iOS changes restricting that data stream, utilizing your own user data as a proxy can be a good way to find lookalike users, and people who may be interested in your products, based on the available data points.

Meta Foundations of Performance guide

Meta says that advertisers who’ve adopted both the Meta Pixel and the Conversions API have seen an 8% CPA improvement, on average.

Meta also suggests that advertisers put more trust in its recommendation and display system, via Conversion Optimization.

“Optimizing your campaigns for conversions can help drive lower cost per purchase (compared to link click optimization) and provide better data regarding actions taken on a website, which are a stronger indicator of consumer interest and relevance than clicks on ads.

In other words, Conversion Optimization enables Meta to gather more insight based on actions taken on-platform – because it can’t track website activity in the same way. Optimizing for conversion means that it can use that intent data more effectively, which can then help to improve results.

Meta also recommends that advertisers show their ads across six or more placements.

Meta Foundations of Performance guide

More placements means more brand awareness, so it’s not overly surprising to see that this generally leads to better results. Though it does also add more cost, which is another element to consider here.

In addition, Meta also suggests that advertisers test out new formats for their creative (including, of course, Reels, which has become its key element of focus, in line with usage trends), while regularly refreshing your creative elements can also help to avoid ad fatigue.

Which Meta also provides recommendations on in Ads Manager:

Meta Foundations of Performance guide

Meta also suggests that advertisers simplify their campaign structure, and broaden their targeting:

Meta Foundations of Performance guide

“Rather than setting up multiple campaigns targeting different layered audiences, pare down to one campaign with a broad reach.

Again, this puts a level of reliance on Meta’s systems to display your ads to the right audience, but many advertisers have found that its machine learning systems have improved a lot in this regard, and can generally provide good results.

There are some good notes here, worth consideration in your approach – and if you are seeing the results of your Meta ad campaigns tail off, it’s worth taking a moment to re-assess, in line with these recommended best practices.

You can download Meta’s ‘Foundations of Performance’ guide here.

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Walmart says it has stopped advertising on Elon Musk’s X platform

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Walmart says it has stopped advertising on Elon Musk's X platform

Walmart said Friday that it is scaling back its advertising on X, the social media company formerly known as Twitter, because “we’ve found some other platforms better for reaching our customers.”

Walmart’s decision has been in the works for a while, according to a person familiar with the move. Yet it comes as X faces an advertiser exodus following billionaire owner Elon Musk’s support for an antisemitic post on the platform. 

The retailer spends about $2.7 billion on advertising each year, according to MarketingDive. In an email to CBS MoneyWatch, X’s head of operations, Joe Benarroch, said Walmart still has a large presence on X. He added that the company stopped advertising on X in October, “so this is not a recent pausing.”

“Walmart has a wonderful community of more than a million people on X, and with a half a billion people on X, every year the platform experiences 15 billion impressions about the holidays alone with more than 50% of X users doing most or all of their shopping online,” Benarroch said.

Musk struck a defiant pose earlier this week at the New York Times’ Dealbook Summit, where he cursed out advertisers that had distanced themselves from X, telling them to “go f— yourself.” He also complained that companies are trying to “blackmail me with advertising” by cutting off their spending with the platform, and cautioned that the loss of big advertisers could “kill” X.

“And the whole world will know that those advertisers killed the company,” Musk added.


Elon Musk faces backlash from lawmakers, companies over endorsement of antisemitic X post

02:23

Dozens of advertisers — including players such as Apple, Coca Cola and Disney — have bailed on X since Musk tweeted that a post on the platform that claimed Jews fomented hatred against White people, echoing antisemitic stereotypes, was “the actual truth.”

Advertisers generally shy away from placing their brands and marketing messages next to controversial material, for fear that their image with consumers could get tarnished by incendiary content. 

The loss of major advertisers could deprive X of up to $75 million in revenue, according to a New York Times report

Musk said Wednesday his support of the antisemitic post was “one of the most foolish” he’d ever posted on X. 

“I am quite sorry,” he said, adding “I should in retrospect not have replied to that particular post.”

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US Judge Blocks Montana’s Effort to Ban TikTok

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U.S. Judge Blocks Montana’s Effort to Ban TikTok in the State

TikTok has won another reprieve in the U.S., with a district judge blocking Montana’s effort to ban the app for all users in the state.

Back in May, Montana Governor Greg Gianforte signed legislation to ban TikTok outright from operating in the state, in order to protect residents from alleged intelligence gathering by China. There’s no definitive evidence that TikTok is, or has participated in such, but Gianforte opted to move to a full ban, going further than the government device bans issued in other regions.

As explained by Gianforte at the time:

The Chinese Communist Party using TikTok to spy on Americans, violate their privacy, and collect their personal, private, and sensitive information is well-documented. Today, Montana takes the most decisive action of any state to protect Montanans’ private data and sensitive personal information from being harvested by the Chinese Communist Party.”

In response, a collection of TikTok users challenged the proposed ban, arguing that it violated their first amendment rights, which led to this latest court challenge, and District Court Judge Donald Molloy’s decision to stop Montana’s ban effort.

Montana’s TikTok ban had been set to go into effect on Jan. 1, 2024.

In issuing a preliminary injunction to stop Montana from imposing a full ban on the app, Molloy said that Montana’s legislation does indeed violate the Constitution and “oversteps state power.”

Molloy’s judgment is primarily centered on the fact that Montana has essentially sought to exercise foreign policy authority in enacting a TikTok ban, which is only enforceable by federal authorities. Molloy also noted that there was apervasive undertone of anti-Chinese sentiment” within Montana’s proposed legislation.

TikTok has welcomed the ruling, issuing a brief statement in response:

Montana attorney general, meanwhile, has said that it’s considering next steps to advance its proposed TikTok ban.

The news is a win for TikTok, though the Biden Administration is still weighing a full TikTok ban in the U.S., which may still happen, even though the process has been delayed by legal and legislative challenges.

As I’ve noted previously, my sense here would be that TikTok won’t be banned in the U.S. unless there’s a significant shift in U.S.-China relations, and that relationship is always somewhat tense, and volatile to a degree.

If the U.S. government has new reason to be concerned, it may well move to ban the app. But doing so would be a significant step, and would prompt further response from the C.C.P.

Which is why I suspect that the U.S. government won’t act, unless it feels that it has to. And right now, there’s no clear impetus to implement a ban, and stop a Chinese-owned company from operating in the region, purely because of its origin.

Which is the real crux of the issue here. A TikTok ban is not just banning a social media company, it’s blocking cross-border commerce, because the company is owned by China, which will remain the logic unless clear evidence arises that TikTok has been used as a vector for gathering information on U.S. citizens.

Banning a Chinese-owned app because it is Chinese-owned is a statement, beyond concerns about a social app, and the U.S. is right to tread carefully in considering how such a move might impact other industries.

So right now, TikTok is not going to be banned, in Montana, or anywhere else in the U.S. But that could still change, very quickly.



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EU wants to know how Meta tackles child sex abuse

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The investigation is the first step in procedures launched under the EU's new online content law known as the Digital Services Act

The investigation is the first step in procedures launched under the EU’s new online content law known as the Digital Services Act – Copyright AFP Kirill KUDRYAVTSEV

The EU on Friday demanded Instagram-owner Meta provide more information about measures taken by the company to address child sexual abuse online.

The request for information focuses on Meta’s risk assessment and mitigation measures “linked to the protection of minors, including regarding the circulation of self-generated child sexual abuse material (SG-CSAM) on Instagram”, the European Commission said.

Meta must also give information about “Instagram’s recommender system and amplification of potentially harmful content”, it added.

The investigation is the first step in procedures launched under the EU’s Digital Services Act (DSA), but does not itself constitute an indication of legal violations or a move towards punishment.

Meta must respond by December 22.

A report by Stanford University and the Wall Street Journal in June this year said Instagram is the main platform used by paedophile networks to promote and sell content showing child sexual abuse.

Meta at the time said it worked “aggressively” to fight child exploitation.

The commission has already started a series of investigations against large digital platforms seeking information about how they are complying with the DSA.

It has sought more information from Meta in October about the spread of disinformation as well as a request for information last month about how the company protects children online.

The DSA is part of the European Union’s powerful regulatory armoury to bring big tech to heel, and requires digital giants take more aggressive action to counter the spread of illegal and harmful content as well as disinformation.

Platforms face fines that can go up to six percent of global turnover for violations.

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