Some interesting B2B messaging coming out of Facebook:
https://en-gb.facebook.com/business/app ... -marketingApple's proposed changes will limit your ability to effectively reach, understand and engage people on mobile devices and across the web. They will affect your ability to understand performance, control who sees your ads and make informed decisions about your advertising budgets. As these changes take effect, over time, you may see an overall decrease in ad performance and personalisation and an increase in cost per action.
Specifically, these changes will limit your ability to:
Effectively deliver ads to people based on their engagement with your business
Measure and report on conversions from certain customers
Ensure that your ads are delivered to the most relevant audiences at the right frequency
Accurately attribute app installs to people using iOS 14 and later
Predict and optimise cost per action over time and efficiently allocate budgets
Apple's policy will make it much harder for small businesses to reach their target audience, which will limit their growth and their ability to compete with big companies. Case in point, our studies show that when running ads on the Facebook family of apps to drive sales on their websites, small businesses saw a cut of over 60% of their sales, on average, for every dollar they spent when they weren't able to use their own data to find customers on Facebook1. For example, currently, a local book shop could spend GBP 50 on a relevant and personalised ad and may win five sales. Without the use of their own data to personalise an ad, that business would spend GBP 50 and may only win two sales. We don't anticipate the proposed iOS 14 changes to cause a full loss of personalisation, but rather are a move in that direction.
Without the predictable costs and personalised ads you're accustomed to creating and running, many new products and services would never get off the ground. We believe in the opportunity for new ad-supported businesses to start and grow, but we do not agree with Apple's attempt to disrupt the online ad ecosystem and the small business opportunities it makes possible and sustains.
and
How Apple's changes may significantly limit your marketing efforts In June, Apple announced product and policy changes that will affect data sharing across iOS. The proposed changes will have a significant impact on the way in which you can run ads, measure performance and engage your customers, while also harming the growth of businesses and the free Internet. We believe that free, ad-supported businesses have been essential to the growth and vitality of the Internet, and that personalised ads and user privacy can coexist. We support proactive privacy measures and data transparency, but we don't agree with Apple's policy changes. As we continue to work on your behalf, we encourage you to share this information within your organisation and develop a plan to address this disruption to your current marketing efforts.
lol, basically "businesses succeed because of us, and the "free" internet couldn't survive without us.
They've essentially copypasta'd these two different business models and "appeals" to Facebook page admins together to whinge about Apple moving against privacy invasions by default, which the major browsers (especially Firefox, and Chrome blocking cookies by default now) are doing too.
Personally I don't feel I need to turn in my customer's privacy and stalk them in order to sell them stuff, but that's me. Actually, I would very much prefer it if my competitor's DIDN'T pump money into this practice so that it were a more level playing field.