Good morning, Marketers, and are you ready for three-dimensional warfare?
The gloves are off between Apple and Facebook. With the implementation of new App Tracking Transparency policies, Apple has created a situation in which Facebook can only track user activity across multiple apps if the user goes out of his or her way to opt in to being surreptitiously surveilled.
With over 80% of users accessing Facebook via mobile phone, this could massively degrade Facebook’s ability to target by interest and behavior, and thereby degrade the value of its ad inventory. According to the New York Times, Mark Zuckerberg has disputed that his company’s business will be hurt by Apple’s policy — but then Zuckerberg has said quite a few strange things over the years.
