In the spring, Apple expanded the privacy options for iPhone users. This also has an impact on Facebook’s advertising business. The group is now trying to reassure its customers.
Facebook continues to struggle to adapt its advertising business to the increased privacy protection on the iPhone.
The online network tried to reassure its advertisers on Wednesday. The success of their ad campaigns has not slumped as much as incorrect Facebook data would suggest, according to a blog entry.
On average, the number of cases in which users reacted to advertisements was shown to be 15 percent lower, emphasized Facebook. At the same time, this is only an average value and the effect for individual advertising customers can vary considerably.
The so-called “conversions” are used, for example, when users click on an ad that advertises an app, for example. For the companies behind the advertising, it is an important value to measure the success of their investments in advertisements on Facebook, among others.
Apple strengthens privacy
In the spring, Apple expanded the options for iPhone users to protect their privacy. App developers must now obtain explicit permission if they want to observe the behavior of an iPhone user across different services and applications for advertising purposes. Since many reject this, Facebook has been warning for a long time that the ability of the online network to display advertising to specific user groups will suffer as a result. Apple counters that privacy is a human right.
Marketing manager Graham Mudd wrote in the blog entry that Facebook had heard from many advertisers that the negative effect on their advertising campaigns was stronger than expected. This impression goes back in part to the wrong Facebook data.
At the same time, Facebook emphasized that a system is being developed in a project that will run for several years that will allow personalized advertising to be displayed and the success of the campaigns to be measured, even with less user data being processed. “These efforts will take time,” the online network admitted.
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