{"id":960,"date":"2021-11-21T01:42:25","date_gmt":"2021-11-21T00:42:25","guid":{"rendered":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/21\/marketers-still-scrambling-to-recover-lost-learnings-on-facebook-after-apple-privacy-push-the-drum\/"},"modified":"2021-11-21T01:42:25","modified_gmt":"2021-11-21T00:42:25","slug":"marketers-still-scrambling-to-recover-lost-learnings-on-facebook-after-apple-privacy-push-the-drum","status":"publish","type":"post","link":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/21\/marketers-still-scrambling-to-recover-lost-learnings-on-facebook-after-apple-privacy-push-the-drum\/","title":{"rendered":"Marketers still scrambling to recover &#039;lost learnings&#039; on Facebook after Apple privacy push &#8211; The Drum"},"content":{"rendered":"<div class=\"cfbc967f0983488262956e73eca9483a\" data-index=\"1\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3859091246952232\" crossorigin=\"anonymous\"><\/script>\r\n<!-- blok -->\r\n<ins class=\"adsbygoogle\" data-ad-client=\"ca-pub-3859091246952232\" data-ad-slot=\"1334354390\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n\n<\/div>\n<p>                     The Latest news for the marketing &#038; media industries.                 <br \/>                     Explore the latest, and greatest, creative work from around the globe.                 <br \/>                     Providing great companies with the recognition they deserve.                 <br \/>                     Holding events to support, inform, challenge and advise.                 <br \/>                     Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations.                 <br \/>                     Search 2,345 jobs in marketing, advertising, creative and media.                 <br \/>                  Take a fresh approach to raising your profile with potential clients.                 <br \/>                     Features providing insights into the marketing industries.                 <br \/>                     Creating compelling content your customers will love.                 <br \/>                     The fastest way to find the right agency                 <br \/>TRENDING TODAY<\/p>\n<p><strong>Meta-owned Facebook\u2019s ad business was among those \u201cmassively compromised\u201d by Apple\u2019s <a href=\"https:\/\/www.thedrum.com\/news\/2021\/04\/09\/will-apple-s-new-ios-145-privacy-framework-make-things-rotten-ad-measurement\">privacy update in March<\/a>. As part of <a href=\"https:\/\/www.thedrum.com\/topics\/data\">The Drum\u2019s Data Deep Dive<\/a>, we ask marketers how they\u2019re regaining clarity on their campaigns on Facebook and its sister apps.<\/strong><br \/>Amid a wider deprecation of third-party cookies \u2013 the web\u2019s go-to tracking tool on most sites \u2013 Apple\u2019s contribution was to update the permissions process for its advertising identifier (IDFA), with boss Tim Cook saying the company was \u201cputting the power with the user\u201d. Users on the latest iOS were opted out of in-app tracking and instead served an opt-in message from each app. As Cook put it: \u201dMany of them are deciding no.\u201d<br \/>The \u2018Identifier for Advertisers\u2019 is an anonymized identifier that tracks, personalizes and measures behavior on Apple devices. Facebook was among many apps using it to track off-site behavior in the Apple ecosystem, but when Apple turned off that data funnel, most users disappeared from graphs overnight. Recently, CNBC claimed at least <a href=\"https:\/\/www.cnbc.com\/2021\/11\/13\/apples-privacy-changes-show-the-power-it-holds-over-other-industries.html\" target=\"_blank\" rel=\"noopener\">62% of iPhone users remain opted out<\/a>, although figures vary with <a href=\"https:\/\/www.cdpinstitute.org\/news\/in-brief-appsflyer-reports-ios-att-opt-in-rates-are-higher-than-originally-expected\/\" target=\"_blank\" rel=\"noopener\">some showing almost half of global users allowing tracking.<\/a> <br \/>Meanwhile, Apple\u2019s burgeoning SKAD Network alternative hasn\u2019t impressed. Snap Inc chief executive Evan Spiegel said the tool \u201ddid not scale as we had expected, making it more difficult for our advertising partners to measure and manage their ad campaigns\u201d.<br \/>Here\u2019s how Apple\u2019s App Tracking Transparency (ATT) measures impacted marketers this year.<br \/>Conor Johnston, business development executive at Impact.com says there has been a \u201dhuge impact on clients\u201d.<br \/>Data gathered by Facebook\u2019s pixel wasn\u2019t matching clients\u2019 data, sparking distrust of Facebook\u2019s reporting. As a result, many clients switched to cold targeting based on basic identifiers such as age, location and interests, says Johnston.<br \/>Back in September, Graham Mudd, vice-president of product marketing at Facebook, admitted: \u201cThe impact on your advertising investment has been greater than you expected. The cost of achieving your business outcome may have increased and it has also gotten harder to measure your campaigns on our platform.\u201d<br \/>He claimed that Facebook was under-reporting in some elements, likely by 15%. \u201cWe believe that real-world conversions, like sales and app installs, are higher than what is being reported for many advertisers.\u201d<br \/>But Facebook couldn\u2019t prove it, so it promised to better its conversion modeling, close reporting gaps and enhance the ability to measure in-app conversions.<br \/>Johnston says: \u201cThe Facebook pixel was massively compromised and caused advertisers to lose a lot of confidence in it. And the prices of ads are rising each month\u201d.<br \/>Pollyanna Ward, head of paid social at Social Chain, says the impact has been felt across all of social, but that her agency was prepared to handle the loss of third-party data through its publisher and talent network. For now, contextual placement deployed using first-person data is the go-to. But that\u2019s not to say it\u2019s all smooth sailing. On Facebook, campaign reporting is no longer in real-time and data is aggregated at a campaign level, which isn\u2019t overly useful for optimizing individual ads.<br \/>Ward adds: \u201dIt is no longer possible to break down conversion results by demographics, which might have been useful for advertisers who want to get a granular understanding of who\u2019s converting on ads.\u201d Events reporting still has its limitations too.<br \/>Ward says Social Chain is recommending its clients that are tracking website events install the Conversion API (CAPI) [<a href=\"https:\/\/revealbot.com\/blog\/facebook-conversions-api\/\" target=\"_blank\" rel=\"noopener\">fairly new<\/a>] to report on their data, with it matching up with Facebook\u2019s data to create a more holistic view of the events that have happened. \u201dIt helps to fill in the gaps using the brand\u2019s first-party data and is a valuable tool in helping Facebook campaigns optimize towards better targeting and results.\u201d<br \/>In October, Facebook\u2019s Mudd boasted of  \u201ccontinued improvements to ad performance and measurement\u201c and said CAPI reduced the cost-per-action on average by 8% for advertisers that \u201cfollowed best practices while sharing data via both the Facebook pixel and the Conversions API\u201d.<br \/>It\u2019s not all bad news. Ward says this issue has forced agencies to work closer with clients and lessen dependence on Facebook\u2019s measurement to share learnings around first-party data. Even Facebook has been sharing more around some of the more traditional measurement approaches, including marketing mix modeling, which includes using historic data to predict and optimize campaigns. \u201cIt\u2019s still very much looking at measuring in the short term and I would like to see Facebook looking to offer long-term solutions too,\u201d says Ward.<br \/>Sophie Strong is head of display and social at Wavemaker. She says there has been a race to test new targeting solutions and predictive attribution modeling. But she has had to change the way she brings clients to the market in the meantime, going for fewer, bigger, better ads.<br \/>\u201dWe need to be less targeted and optimize further up the funnel to allow the platforms to be more effective. This is a big shift to how we used to use the platforms for niche audience targeting. It really is forcing the need to think about how first-party data can be incorporated.\u201d<br \/>Again, CAPI is doing the heavy lifting on that front. Strong thinks it can recover a \u201clot of lost learnings\u201d and, in theory, should be able to match audiences accurately.<br \/>But for now, there remain difficulties in proving Facebook\u2019s effectiveness. Strong suggests \u201da macro diagnostic, like an econometrics, to effectively guide budget across channels, but then use the in-platform or ad-server\/analytics measurement to then guide investment overall\u201d.<br \/>In the long-term, Facebook is going nowhere. Strong believes Meta can get better and \u201cpiece together the gaps\u201d. She concludes: \u201cOnce the new technology is in place, I suspect we will see performance resume as we have seen in the past \u2013 as the reality is, it has a large base of users and a strong algorithm that has worked for us in the past. It just needs the right data to feed into the machine so it can work its magic.\u201c<br \/><span class=\"article__tagline\">This article is about: <\/span> <span class=\"article__tags\"><a href=http:\/\/www.thedrum.com\/location\/world class=\"js-ga_event_click\" data-event-value=\"0\" data-event-label=\"Tag\">World<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/data class=\"js-ga_event_click\" data-event-value=\"1\" data-event-label=\"Tag\">Data<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/facebook class=\"js-ga_event_click\" data-event-value=\"2\" data-event-label=\"Tag\">Facebook<\/a>, <a href=http:\/\/www.thedrum.com\/topics\/brand-strategy class=\"js-ga_event_click\" data-event-value=\"3\" data-event-label=\"Tag\">Brand Strategy<\/a>, <a href=http:\/\/www.thedrum.com\/us\/media class=\"js-ga_event_click\" data-event-value=\"4\" data-event-label=\"Tag\">Future Of Media<\/a>, <a href=http:\/\/www.thedrum.com\/us\/agency class=\"js-ga_event_click\" data-event-value=\"6\" data-event-label=\"Tag\">Agency<\/a><\/span><br \/>             Choose from a series of great email briefings, whether that\u2019s daily news, weekly recaps or deep dives into media or creative.         <br \/>                 Join hundreds of thousands of marketers in signing up for The Drum\u2019s email briefings. Let our editors talk you through stories we know you\u2019ll love.             <br \/>&copy; Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. All rights reserved.<\/p>\n<p><a href=\"https:\/\/www.thedrum.com\/news\/2021\/11\/19\/marketers-still-scrambling-recover-lost-learnings-facebook-after-apple-privacy-push\">source<\/a><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>The Latest news for the marketing &#038; media industries. Explore the latest, and greatest, creative work from around the globe. Providing great companies with the recognition they deserve. Holding events to support, inform, challenge and advise. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Search 2,345 jobs in marketing, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAow1sXXCw:productID":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-960","post","type-post","status-publish","format-standard","hentry","category-non-classe"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/comments?post=960"}],"version-history":[{"count":0,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/960\/revisions"}],"wp:attachment":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/media?parent=960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/categories?post=960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/tags?post=960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}