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遭受苹果iOS App跟踪透明化阻挠后,Facebook广告表现突然转好

文章来自:温婉娴淑
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发布时间:2022-03-27 08:00:47
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据 9to5 Mac 报道,自从苹果公司的 iOS App 跟踪透明化功能开始后,Meta 公司在对 iOS 用户的广告方面出现了不稳定的结果。Meta 公司是 Facebook 和 Instagram 的母公司,严重依赖广告收入,并看到了苹果的广告变化带来的损失。

遭受苹果iOS App跟踪透明化阻挠后,Facebook广告表现突然转好

然而,许多小企业声称,他们在 Facebook 和 Instagram 上的广告表现突然比正常情况好。原因还不完全清楚,但这种提升使这些广告商最近销售的东西比平时多。

这对 Meta 公司来说是个好消息,他们预测今年的收入会因苹果的广告变化而减少 100 亿美元。在 The Information 的一篇文章中,这一预测导致投资者抛售股票,使该公司的市值减少了三分之一以上。

一位 App 创建者告诉 The Information,广告费用“极其不稳定,但肯定会好起来”。由于广告成本自去年以来有所下降,有弹性的广告商正在收获他们的利益。

在一份公司声明中,Meta 发言人说,“继续调整我们的系统,以帮助企业成功,同时尊重隐私,并分享他们可以采取的广泛步骤,以最大限度地提升我们平台上的绩效和衡量”。

虽然广告商对 App 跟踪透明度的影响仍有戒心,但 Meta 公司仍坚持维持这些改进。

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