It’s a stone in the pond that our colleagues from home are throwingThe Informationthis week. According to the English-speaking media, which was able to investigate what is going on behind the closed doors of Apple Park, Apple employees would be forced to limit their vocabulary to avoid tarnishing the image of a highly criticized project of the Apple. This is about its ambitions to offer an entire marketing suiteto theFacebook Ads, potentially a source ofbillion dollars in additional revenue.
For management, it is not sono question of talking about “targeting“: we will prefer the term “audience refinement“. Likewise, it is recommended to ban “algorithm“, to replace it with “platform“. To justify itself with regard to targeting, Cupertino ensures that it does not allow specifically targeting a particular user, limiting itself to cohorts of five thousand Internet users, out of concern for confidentiality. Yeah.
The pill is difficult to swallow
Still internally, those who had become accustomed to seeing Apple defend the privacy of its customers as best as possible are scolding. At least seven employees have expressed an unfavorable opinion about the future improved advertising program, believing that the firm is going too far. And this could pay off: in 2018, it would have already tried to add campaigns in Spotlight but the critics would have itforced to turn back. Of course, let's remember that these are rumors spread byThe Informationand that there is little chance of seeing them confirmed soon by the main interested party.
Nothing is less certain...
What's more, another testimony collected byThe Informationexplains thatApple executives would actually already be very satisfiedadvertising revenue. Understand: there is perhaps no need to go further, according to them. In any case, not enough to build a platform - precisely - as efficient as Adwords at Alphabet or Meta's Business Suite.Meta is the parent company of WhatsApp, Instagram, Giphy and Facebook.
But in any case, the arrival of new advertisements on iPhones has already started.The App Store has been affected since a recent update, and this would also soon be the case for Maps and Apple TV+.
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By : Keleops AG
