Saturday, October 1, 2022

Decreasing ad revenue, iOS 14.5 make case for programmatic SEO - VentureBeat

Last updated Wednesday, September 21, 2022 14:07 ET , Source: NewsService

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Apple’s 2021 privacy changes altered the marketing landscape. iOS 14.5, released in 2021, was initially expected to go (relatively) unnoticed by consumers. Experts predicted a heavy-but-manageable 50% drop in app tracking. However, upwards of 90% of users ended up declining access.

While good news for consumers looking to protect their privacy, iOS 14.5 had a notably detrimental impact on Facebook. Since the privacy release, Meta’s platforms have struggled to target users on whom they no longer have comprehensive information. When iPhone users opt out of tracking, Apple restricts tracking by disabling access to its Identifier for Advertisers (IDFA), the anonymous but unique code assigned to a user. Instead of receiving a code, advertisers receive a string of zeros.

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What’s the big deal? This change keeps big corporations from fully analyzing individual users’ data habits, which makes it harder to target ads. Functionally, it’s disrupting many of the traditional advertising algorithms.

Profit drops demand new approaches

According to Forbes, App Tracking Transparency (ATT) will cost Facebook $12.8 billion in 2022. Generally speaking, other advertisers are also experiencing profit drops of 15–20%. Meta/Facebook is experiencing the largest amounts of tracking and targeting data being cut off, with ripple...

Read Full Story: https://venturebeat.com/automation/decreasing-ad-revenue-ios-14-5-programmatic-seo-pseo/

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