The 2021 iOS 14 update is a watershed moment for jordan b2b leads Meta Ads Manager. The mobile operating system tweaks reduce attribution tracking and some interest targeting options. The results become murkier. As privacy concerns about Meta's data practices grow, so does transparency.
The value for advertisers lies in finding ideal targets, but Meta is starting to use artificial intelligence and machine learning to automatically grow audiences to increase effectiveness. While this is good for more efficient ad spend, it’s frustrating for advocates of microtargeting. It marks a shift from the self-service model that advertisers have relied on.
Meta quickly launched tools like Advantage+ Audiences and Advantage+ Shopping Campaigns. These products automatically find your target audience based on pixel and conversion data without relying on manual targeting.
Meta Advertising Advantage Plus Audience Targeting Default Campaign Setup Example
While these expanded and automated audiences increase efficiency and prove effective for e-commerce advertising, many marketers still grapple with the loss of control.
Likewise, this November, Meta began allowing people in the EU, EEA, and Switzerland to subscribe for a monthly fee. This subscription removes ads from the user's feed. It also prevents Meta from tracking user behavior, thereby solving significant privacy concerns.