Advertisers Feeling The Pain Of ATT; Facebook Focusing On Privacy-Based Ads

by AdExchanger // Thursday, August 12th, 2021 – 12:03 am Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pour One Out For The Insta-Brands Facebook surprised most analysts with a powerhouse Q2, despite the rollout of Apple’s AppTrackingTransparency (ATT) framework and new IDFA rules. But Facebook’s diminished targeting and attribution capabilities are having concrete effects on advertisers. A few years ago, many startup product brands built their businesses almost exclusively on Facebook and Instagram. These ecommerce-native brands could practically cut out all marketing org costs and rely on the Facebook site conversion pixel and the app’s look-alike prospecting to bring endless new potential customers. When it worked well – or was successfully paired with content marketing and PR efforts on Facebook – startup brands only needed a snappy or instructive video or two to get the machine going. “Previously, a startup could operate exclusively on FB to reach breakout scale and possibly beyond,” writes Eric Seufert in a worthwhile Twitter thread. “Not the case in the new ATT environment.”  Privacy Reset Speaking of Facebook’s privacy-based ad platform changes, Graham Mudd, Facebook’s VP of product marketing for ads, tells The Verge that the company ad personalization will “evolve…
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