ReporterJET

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APPLE AND FACEBOOK: A NIGHTMARE FOR ADVERTISERS

The changes that Apple has made when it comes to user safety seem to be having a negative impact on developers and those who rely on advertising through Facebook and other social platforms. Namely, the first results show that as many as 96% of iOS 14.5 users decided not to allow monitoring of Internet behavior.

In late April, Apple began enforcing rules called Transparency for App Tracking, which means that applications for the iPhone, iPad and Apple TV must ask users for permission to track Internet activity. The change has come under fire from companies such as Facebook, as tracking customer behavior serves targeted marketing and helps users display ads that interest them. The change is said to have wiped out small private businesses around the world, and Apple has responded to criticism with additional changes that have given the company control over how ads are displayed on iOS devices.

The iPhone maker already sells search ads for the App Store, a service that allows developers to pay to be at the top of search results. Thus, TickTock is currently at the top of the search list on Twitter, because it has allocated more money for advertising in the Apple Store. The company plans to add another field in the “suggested” section of the App Store, which will be displayed at the end of each month. It is a part that will allow developers to pay for ads for their products to be displayed on the whole platform, not just in related search results.

The mentioned extensions are a sure sign that Apple plans to take most of the marketing cake for itself. The $ 350 billion industry is currently run by Google and Facebook, but that may soon change. A new software update – iOS 14.5 – which already prevents iPhone users from collecting data without their explicit consent, can primarily contribute to this. It is expected that most users will not share their data in the future, which will deal a serious blow to the way the mobile advertising industry operates.

The new changes will certainly affect the future of network marketing and it remains to be seen whether only the revenues of large companies will suffer, and even small companies whose earnings depend on advertising on social networks.

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