A voter turnout group says Facebook served 36.8% of their conversion ads to iOS users after Apple's ATT change, down from 63.6%
Tatenda Musapatike is as familiar as anyone with the way Facebook's political ad system works. During the 2016 election and the 2018 midterms … Tweets: @carnage4life , @somospostpc , @codinghorror , @issielapowsky , @issielapowsky , @issielapowsky , @issielapowsky , @kingjen , @saramorrison , and @saramorrison See also Mediagazer Tweets: Dare Obasanjo / @carnage4life : Political campaigns slowly realizing that Apple making targeted ads less relevant hurts political ads including voter registration drives. One group has seen ads costs go up 3x and is now reaching fewer users on iOS since the ATT changes rolled out. https://www.protocol.com/... @somospostpc : There's a whole generation of ad people that doesn't know how to do their jobs besides sinking money in Google & FB I have no sympathy for them They're going to have a crash course on real advertising,which is actually a harder job than exporting CSV files & mail them to client https://twitter.com/... Jeff Atwood / @codinghorror : oh no, refusing to track people through advertisements is bad for Facebook. Especially since Apple users generate a ton more revenue. 🎻 https://www.protocol.com/... Issie Lapowsky / @issielapowsky : @TatendaCheryl This is very nerdy but important so stick with me. Before the iOS update, over 60% of the group's conversion ads were being delivered to iOS users. After? 37%. In @TatendaCheryl's case, these ads were asking people fill out a form to make a plan to vote. https://www.protocol.com/... Issie Lapowsky / @issielapowsky : Why the steep decline? Facebook needs device data to see who actually converts on these ads (who fills out the form in this case). Facebook now can't see that info for iOS users who opt out of tracking, so its system appears to be overlooking them. https://www.protocol.com/... Issie Lapowsky / @issielapowsky : And that's a BFD to a group like Voter Formation Project, given that iOS devices are, well, the majority of the devices in America. This is something campaigns and Facebook need to address going into 2022. https://www.protocol.com/... Issie Lapowsky / @issielapowsky : NEW: Political campaigns rely heavily on Facebook conversion ads to get people to donate and commit to vote. But a new report from one voter turnout group finds after Apple's iOS update, Facebook *dramatically* curbed delivery of these ads to iOS users. https://www.protocol.com/... @kingjen : @SaraMorrison That, and the fact that the political campaigning/fundraising ecosystem is just as dependent on this data ecosystem as businesses are (and non-profits too). Which is why any federal level data law must not exclude campaigns and non-profits. Sara Morrison / @saramorrison : FB promised cheaper and better targeted ads, and now there's no good option for the companies/campaigns that switched their ad buys and strategies to FB years ago. Good luck placing an ad in the local paper — it doesn't exist anymore. Sara Morrison / @saramorrison : is the problem that Apple did a mean thing to Facebook's business model, or is it that these campaigns put all of their advertising eggs in Facebook's basket and became so dependent on it? https://twitter.com/... See also Mediagazer