Recently, Apple has offered a feature on iPhones calledTO(for App Tracking Transparency, in English). This is getting a lot of attention because it allows users to prevent advertisers from tracking their behavior from iOS. A real asset for confidentiality, but which does not please everyone. Starting, precisely, with those who use advertising as a vector of income.
Among them, there is nothing other than…Facebook. Indeed, via its Business Manager platform accessible from a computer or mobile, you can choose a budget, define your target prospects then launch a campaign in just a few minutes. But with the ATT, which therefore blocks monitoring, the field of action available to companies is drastically reduced. A hard blow for all those who use it.
Retention at the heart of the debate
One of the most fervent detractors of this option, Mark Zuckerberg, has recently continued to attack Apple on this subject. But faced with the fire of criticism, he has just softened his speech. Thus, in an interview broadcast fromthe controversial Clubhouse app, the CEO of the first social network in the world assures that he can perhaps find himself“in a better position” with this change.
Concretely, he hopes that this improvement will encourage marketing teams to focus more onvalue provided from and in Facebook. Understand: content that does not redirect to external websites. A strategy that actually pays off, because it is inexpensive and devilishly effective even if it often takes longer to implement. A classic, which would then be brought up to date.
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CNBC, an American channel that had access to the exchange, reminds us that we will be entitled to deactivation of tracking by this spring. Why so late, when we have already seen it in beta? Because a delay has in fact been granted, precisely to allow advertisers to get up to speed and review their operations in order to adapt to this new limitation.
It's difficult to know if everyone will find what they're looking for, but everything suggests that there won't be a choice anyway. Except maybeif France gets involved.
