每日英語跟讀 Ep.K172: Facebook users said no to tracking. Now advertisers are panicking
When users get asked on iPhone devices if they’d like to be tracked, the vast majority say no. That’s worrying Facebook Inc.’s advertisers, who are losing access to some of their most valuable targeting data and have already seen a decrease in effectiveness of their ads.
The new prompt from Apple Inc., which arrived in an iOS software update to iPhones in early June, explicitly asks users of each app whether they are willing to be tracked across their Internet activity. According to Branch, which analyzes mobile app growth, people are giving apps permission to track their behavior just 25 percent of the time, severing a data pipeline that has powered the targeted advertising industry for years.
Facebook advertisers in particular have noticed an impact in the last month. Media buyers who run Facebook ad campaigns on behalf of clients said Facebook is no longer able to reliably see how many sales its clients are making, so it’s harder to figure out which Facebook ads are working. It also makes it more difficult to “re-target” people with ads that show users items they have looked at online, but may not have purchased.
Apple has made privacy a foundation of the company’s latest marketing effort around the iPhone. The privacy changes apply to all app developers on the iPhone, not just Facebook.
But the social network has been protesting the loudest, arguing for months that Apple’s new privacy features would hurt small businesses that rely on targeted advertising — and make up the bulk of the company’s sales.
但臉書這社群網站的抗議之聲一直最響亮，數月來不斷主張，蘋果新的隱私功能會傷害依賴目標式廣告的小型企業——這也是臉書營收大部分的來源。Source article: https://www.taipeitimes.com/News/lang/archives/2021/07/19/2003761069