Facebook recently shared that they’re feeling the previously-anticipated impacts of iOS updates – with likely 15% underreporting of iOS web conversions. Due to the changes made by Apple in order to prioritize consumer privacy, Facebook – and many other companies – are obligated to provide choice in how consumers are tracked, and therefore how their information is made available for ad targeting and reporting.
Facebook has long been a major component of many digital media plans. The breadth and depth of targeting, the ability to learn about creative, messaging and targeting engagement and impact, plus the opportunity to optimize and invest in line with business needs has made it a practical and powerful tool for businesses of all sizes. However, with these changes to support greater consumer privacy, there has also been an impact on the ability to maintain the same scale of success on the Facebook Platform.
With iOS changes continuously rolling out, as well as the impending deprecation of 3rd party cookies, it is more important than ever to future-proof your media approach. A few considerations to continue pushing as part of your future media strategy and planning include:
Want to learn how Ansira can help you adjust your paid social media strategy and activation plans? Contact us today.