Many small businesses that use personalized online ads are cutting back on marketing, in part due to Apple's ATT, as they face rising customer acquisition costs
Online brands reliant on personalised ads ramp back marketing spending — Small businesses are cutting back marketing spending due … Tweets: @glenngabe , @soft_fox_lad , and @1br0wn See also Mediagazer Tweets: Glenn Gabe / @glenngabe : A lot of that money is going to Google & Amazon now (and even Apple Search ads) -> Many small businesses that use personalized online ads (on Social) are cutting back on marketing, in part due to Apple's ATT, as they face rising customer acquisition costs https://www.ft.com/... https://twitter.com/... Fox / @soft_fox_lad : apple probably really didn't help, but the evidence cited by FT is basically just correlation = causation, which is Not Great in a world where inflation is near 10% and interest rates have been hiked https://twitter.com/... @1br0wn : “Facebook lost 50 per cent of its data,” he said, referring to the iPhone's market share in the US. “This massive algorithm they had built is now missing half of its info, so the whole thing is ruined. Like, imagine losing half your brain.” https://www.ft.com/... See also Mediagazer
apple probably really didn't help, but the evidence cited by FT is basically just correlation = causation, which is Not Great in a world where inflation is near 10% and interest rates have been hiked https://twitter.com/...
“Facebook lost 50 per cent of its data,” he said, referring to the iPhone's market share in the US. “This massive algorithm they had built is now missing half of its info, so the whole thing is ruined. Like, imagine losing half your brain.” https://www.ft.com/...
Basic answer: the apparent lag was one of perception. When Apple introduced sweeping ‘do not track’ changes 16 months ago, the economy was booming. Covid had caused spending habits to experience a once-in-a-century shift away from services and towards goods.
Back to focusing on @apple and #AdTech. This new article emerged from hearing that small companies were hit hard by Apple's privacy policy only in recent months - a perplexing claim given it was introduced in April 2021. Why the lag?? *interesting thread to follow here*