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It isn't just facebook that will see this decline, they are the bellwether in social media so to speak since they are the largest player. Expect an across the b
by subsubzero 5y ago
It isn't just facebook that will see this decline, they are the bellwether in social media so to speak since they are the largest player. Expect an across the board drop in revenue for social media and any company that uses ads and tracking of users behavior as its primary form of income.
Hopefully this will signal a pivot in ad tracking and lead more companies to try subscription based services.
- peakaboo 5y agoI dont think so. Users already don't want to be tracked. Companies don't care. Nothing will change.
- potatolicious 5y ago> Hopefully this will signal a pivot in ad tracking and lead more companies to try subscription based services. I highly doubt this. I suspect this will instead signal a pivot to products that are intrinsically "trackable". It's important to remember that ATT doesn't disable tracking in its entirety, it only disables cross-app tracking. It's only harmful to your business if you are reliant on tracking users while they are not using your product. Lots of products will continue doing fine - think about Google Search, where you directly tell Google what you want. There is not necessarily a huge need to track you while you are not using the product - after all, the product literally revolves around you directly telling Google what you want. The products that will benefit the most are the ones that a) shows ads, and b) where the product's functionality intrinsically collects information about the user without the need to rely on third-party data. Oddly enough FB's apps fit decently into this. Your behavior within the FB main app are still "fair game" as far as tracking goes, and FB shows ads directly in the app.
- sokoloff 5y agoIt seems like retargeting will be substantially harmed, which is surely a non-trivial portion of Google search revenue.
- saiya-jin 5y agoI've read similar comments since around 2010. Stock market doesn't seem to agree. They always find another loophole to work as usual
- long_time_gone 5y agoIt's not that "stock markets don't seem to agree", it's that the revenue of social media companies doesn't agree. If this new scenario has any appreciable effect on how many users Facebook can track, it will hurt their future revenue potential, which will impact their stock price.
- Kye 5y agoTwitter is already doing this with Super Follows and buying Revue.
- skinkestek 5y agoActually I think one thing that might happen is ad spenders will realize they have been massively fleeced. I guess ads will continue to work about as well as before and then ad buyers will realize they can buy ads directly instead.
- adtechperson 5y agoI have worked in ad tech for a while and I am not sure that I really believe a lot of this article. I am not quite sure what advertisers are complaining about. Facebook should still be able to track purchases of physical goods, since most of those will require an email address and facebook can use that to link up the sales. Web site retargeting is not really affected by this. I guess people using shopping apps would be impacted, but a lot of those folks will be logged in and trackable. This article references "Most retail websites" but they are not affected by the recent change (ITP does affect them, but that is not new). App downloads are probably much less trackable and that would definitely be affected.