Facebook Launches New Ad Campaign To Combat Apple's Upcoming IDFA Updates

Since Apple announced its plan to change the IDFA terms with its iOS14 system update last summer, the "ace" personalized ads of social media platforms such as Facebook have suffered a blow, causing concerns among many advertisers and small business owners.

IDFA refers to an identifier that can be used to track the online activities of Apple users and serve as a basis for personalized advertising. After the update, Apple will prompt users with specific information about the data collected by each app they open and its usage, while also providing the option to block any app from such tracking.

As soon as the news of Apple's adjustment to the IDFA policy came out, Facebook warned in August that the advertising effectiveness of its Audience Network advertisers would be greatly reduced, and the revenue obtained through advertising may also drop by more than 50%, or even lose all money.

While it’s unclear what the impact of Apple’s IDFA policy changes will be, Facebook is doing its best to gain a foothold and help its advertising partners prepare.

In a public outcry in December about Apple's expected IDFA privacy changes "early spring" this year, Facebook said: "Perhaps Facebook needs to explain to users why it collects so much data and why it will continue to collect it in the future. Provide them with a better user experience.”

So Facebook yesterday launched an ad campaign called "Good Ideas Deserve to Be Found" and added a tag of the same name to better explain why personalized ads are a good thing. And why users shouldn't turn off data tracking.

In addition to launching the above-mentioned advertising campaigns, Facebook has also released other methods that can help small and medium-sized enterprises with advertising marketing, including:

lSimplify Ads Manager to help sellers start personalized marketing more easily;

lTwo free measures: Until June this year, businesses can use the Checkout on Shops tool for free; Facebook will waive fees for businesses’ paid online event products until at least August 2021;

l Provide developers with a new "restricted login mode" to enable them to continue collecting some user data and avoid being completely blocked by the new IDFA prompt;

Launched new microsite to provide alternative advertising options and tools to its Audience Network advertisers.

Facebook said that every business starts with an idea, and that personalized advertising can help small and medium-sized businesses become a real "game changer." Apple's restrictions on personalized advertising will take away vital business opportunities. important growth driver.

However, whether Facebook's "self-rescue campaign" can be effective depends on the public's attitude. The public may believe that continuing to allow data tracking can help the development of small and medium-sized enterprises, or they may believe that this only helps Facebook continue to make money.