Facebook’s parent company, Meta Platforms, is advising smaller advertisers to purchase their ads through the Facebook website instead of using the iOS apps for Facebook and Instagram. This move comes as a way to avoid incurring the new Apple service fee, as reported by Bloomberg.
Meta Platforms, formerly known as Facebook, is reportedly attempting to persuade smaller advertisers that they can sidestep the Apple service fee by conducting their ad purchases through the web version of Facebook rather than relying on the dedicated iOS apps. By doing so, these advertisers would be able to save on the additional costs imposed by Apple.
The decision to encourage advertisers to shift their purchasing behavior is likely driven by the recent changes implemented by Apple. In an effort to enhance user privacy and data protection, Apple introduced measures that require apps to obtain explicit consent from users before tracking their activities across other apps and websites. As a result, Meta Platforms anticipates a potential decrease in the effectiveness of targeted advertising on its iOS apps, which could ultimately impact advertisers’ returns on investment.
By suggesting that smaller advertisers utilize the web versions of Facebook and Instagram for their ad campaigns, Meta Platforms aims to circumvent Apple’s service fee and maintain profitability for its advertising platform. This strategy is particularly aimed at advertisers who rely heavily on iOS devices and may otherwise have to bear the additional financial burden of the service fee.
While it remains to be seen how well this approach will resonate with smaller advertisers, Meta Platforms clearly recognizes the importance of adapting to the changing landscape and finding alternative solutions to mitigate potential losses. By leveraging the web-based advertising interfaces, advertisers can potentially bypass Apple’s fee structure while still reaching their target audience through Facebook’s extensive user base.
Given the ongoing rivalry between tech giants like Apple and Meta Platforms, it is not surprising to see such maneuvers aimed at minimizing the impact of policy changes. As the battle for user privacy intensifies, both companies are exploring avenues to protect their respective interests and maintain profitability.
In conclusion, Meta Platforms’ recommendation for smaller advertisers to opt for purchasing ads through the web versions of Facebook and Instagram is a strategic move to evade Apple’s service fee. As the advertising industry adjusts to the changing landscape of user privacy and data protection, companies like Meta Platforms are actively seeking innovative approaches to ensure continued revenue generation and provide viable options for their advertisers.
