Big Technology Podcast How Apple Upended Digital Advertising — With Orchid Bertelsen and David Herrmann
Mar 16, 2022
Orchid Bertelsen, CEO of Common Thread Collective, and David Herrmann, President of Herman Digital, dive into how Apple's anti-tracking changes have transformed digital advertising. They discuss the challenges small businesses face amid soaring costs and stricter data privacy rules. The conversation reveals how platforms like TikTok and Amazon are taking advantage of Facebook's struggles, reshaping brand storytelling and marketing strategies. They also highlight the need for creativity in this new landscape where user privacy and business sustainability must coexist.
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Apple's Impact on Digital Advertising
- Apple's 'ask not to track' has impacted how online advertising works, especially for Facebook.
- It requires user permission for tracking, changing the opt-in/out dynamic.
Data Minimalism in Advertising
- The ad industry's focus on extensive data collection, even for simple products, may have contributed to the current backlash.
- Marketers should consider data minimalism, focusing on essential consumer information.
Broken Facebook Ad Platform
- Facebook's ad platform is now largely broken due to Apple's tracking changes, impacting attribution and scaling.
- Advertisers rely on assumptions and first-party data due to inaccurate Facebook data.