After Apple Tightens Tracking Rules, Advertisers Shift Spending Toward Android Devices
After Apple Tightens Tracking Rules, Advertisers Shift Spending Toward Android Devices
DJ After Apple Tightens Tracking Rules, Advertisers Shift Spending Toward Android Devices
DJ在苹果收紧跟踪规则后，广告商将支出转向Android设备
By Patience Haggin
耐心讨价还价
Advertisers have begun shifting their spending patterns in the months since Apple Inc. began requiring apps to gain iPhone and iPad users' permission to track them.
自苹果公司(Apple Inc.)开始要求应用程序获得iPhone和iPad用户的许可才能跟踪它们以来的几个月里，广告商已经开始改变他们的支出模式。
After the tracking change took effect in April, many users of Apple's iOS operating system have received a high volume of prompts from apps asking permission to track them -- requests that most have declined. Less than 33% of iOS users opt in to tracking, according to ad-measurement firm Branch Metrics Inc.
自4月份跟踪更改生效以来，苹果iOS操作系统的许多用户收到了大量应用程序的提示，要求获得跟踪他们的许可--大多数人都拒绝了这些请求。根据广告测量公司Branch Metrics Inc.的数据，只有不到33%的iOS用户选择使用跟踪功能。
As a result, the prices for mobile ads directed at iOS users have fallen, while ad prices have risen for advertisers seeking to target Android users. Those shifts come after many in the digital-ad industry warned that Apple's changes, which the tech giant framed as part of a broader user-privacy crackdown, would limit advertisers' access to data about consumers and hurt their business.
其结果是，针对iOS用户的移动美国存托股份价格下降，而寻求瞄准安卓用户的广告商的广告价格上升。在这些转变之前，数字广告行业的许多人警告称，苹果的改革将限制广告商获取消费者数据，损害他们的业务。这家科技巨头将苹果的改革定义为更广泛的用户隐私打击行动的一部分。
Digital advertisers say they have lost much of the granular data that made mobile ads on iOS devices effective and justified their prices. In recent months, ad-buyers have deployed their iOS ad spending in much less targeted ways than were previously possible, marketers and ad-tech companies say. The shortage of user data to fuel Facebook Inc.'s suite of powerful ad-targeting tools reduces their effectiveness and appeal among some advertisers, ad agencies say.
数字广告商表示，他们已经失去了很多让iOS设备上的移动美国存托股份变得有效并证明其价格合理的细粒度数据。营销人员和广告技术公司说，近几个月来，广告买家用iOS广告支出的方式远没有以前那么有针对性。广告公司说，Facebook的一套强大的广告定向工具缺乏用户数据，这降低了它们的有效性和对一些广告商的吸引力。
Apple, for its part, sells ads only in a handful of its own apps and doesn't take a cut of ad revenue in third-party iOS apps. While advertisers have shifted their spending habits across the ad products of Apple's large rivals Facebook and Google -- which depend much more heavily on ad revenue -- it isn't clear yet how the change has affected overall spending across the digital-ad giants.
就苹果而言，它只在少数自有应用中销售美国存托股份，并且不从第三方iOS应用的广告收入中提成。虽然广告商已经改变了他们在苹果的主要竞争对手Facebook和谷歌的广告产品上的支出习惯，这两家公司对广告收入的依赖程度要高得多，但目前尚不清楚这一变化对这两家数字广告巨头的整体支出有何影响。
The effects of Apple's change were slow to appear in marketers' data after the company mandated compliance with its new tracking rules in April. The delay was in part because users wouldn't see the prompts until they upgraded their devices to a recent version of Apple's operating system. As of June 22, more than 70% of iOS devices had been upgraded to a version that requires the tracking prompt, according to Branch Metrics, allowing advertisers to begin assessing the impact.
在4月份苹果强制要求遵守其新的跟踪规则后，苹果变化的影响在营销人员的数据中显示得很慢。延迟的部分原因是，在用户将设备升级到最新版本的苹果操作系统之前，他们不会看到提示。根据Branch Metrics的数据，截至6月22日，超过70%的iOS设备已经升级到需要跟踪提示的版本，从而允许广告商开始评估影响。
As more of that information has emerged, advertisers have adjusted their buying strategies. Spending on iOS mobile advertising has fallen by about one-third between June 1 and July 1, according to ad-measurement firm Tenjin Inc. Android spending rose 10% over the same period, Tenjin said.
随着越来越多的信息浮出水面，广告商已经调整了他们的购买策略。根据广告调查公司Tenjin Inc.的数据，从6月1日到7月1日，iOS手机广告支出下降了约三分之一。而同期安卓系统的广告支出增长了10%。
An Apple spokesman declined to comment.
苹果发言人拒绝置评。
Digital-ad agency Tinuiti Inc. has seen a similar pattern in its clients' spending, research director Andy Taylor said. When iOS users opted out of tracking, Tinuiti advertisers couldn't bid on them, he said. That dearth of iOS users drove up demand -- and ad prices -- for Android users. About 72.8% of smartphones world-wide use the Android operating system, and about 26.4% use iOS, according to Statcounter.
董事研究公司安迪·泰勒说，数字广告公司Tinuiti Inc.在客户支出方面也看到了类似的模式。他说，当iOS用户选择退出追踪时，Tinuiti的广告商就不能竞标了。IOS用户的匮乏推高了安卓用户的需求和广告价格。根据Statcount的数据，全球约72.8%的智能手机使用Android操作系统，约26.4%使用iOS。
Tinuiti's Facebook clients went from year-over-year spend growth of 46% for Android users in May to 64% in June. The clients' iOS spending saw a corresponding slowdown, from 42% growth in May to 25% in June. Android ad prices are now about 30% higher than ad prices for iOS users, Mr. Taylor said. Tinuiti clients' overall spending on Facebook increased -- Android users gained a greater share of it, Mr. Taylor said.
Tinuiti的Facebook客户的Android用户支出同比增长了46%，从5月份的46%上升到6月份的64%。客户的iOS支出相应放缓，从5月份的42%增长到6月份的25%。泰勒说，安卓系统的广告价格现在比iOS用户的广告价格高出约30%。泰勒说，Tinuiti客户在Facebook上的总体支出增加了，安卓用户在这方面获得了更大的份额。
When iOS users opt out of tracking, it restricts the flow of data Facebook gets from apps to build user profiles. Those profiles allow Facebook's advertisers to target their ads efficiently, both for ads in Facebook's own apps and in third-party apps.
当iOS用户选择不跟踪时，它会限制Facebook从应用程序获得的数据流，以建立用户配置文件。这些个人资料使Facebook的广告商能够有效地定向他们的美国存托股份，无论是在Facebook自己的应用程序中还是在第三方应用程序中都是如此。
Tinuiti said it saw an even steeper slide in spending for Facebook's Audience Network tool, which lets advertisers buy ads in non-Facebook apps using Facebook user data, where Tinuiti clients spend about 1% of their Facebook budgets.
Tinuiti说，Facebook的受众网络工具的支出下滑幅度更大，该工具允许广告商使用Facebook用户数据在非Facebook应用程序中购买美国存托股份，Tinuiti客户在Facebook上的支出约占其Facebook预算的1%。
Tinuiti advertisers were allocating about 50% of their Audience Network spending to iOS users at the start of April. By the end of June, they were spending about 20% on iOS users, Mr. Taylor said. Advertisers have typically spent more per iOS user, seeing them as bigger spenders than Android users.
4月初，Tinuiti的广告商将其受众网络支出的50%左右分配给iOS用户。泰勒说，截至6月底，他们在iOS用户上的支出约为20%。广告商通常在每个iOS用户身上花费更多，认为他们比Android用户支出更大。
Facebook has been among the most vocal critics of Apple's new tracker-blocking and warned in August 2020 that the change could lead it to shut down Audience Network. Facebook doesn't disclose the size of the Audience Network business within its nearly $70 billion digital-ad empire. Ad-tech consulting firm Jounce Media has estimated that Audience Network would bring in $3.4 billion in 2021.
Facebook一直是对苹果新的追踪器屏蔽最直言不讳的批评者之一，并在2020年8月警告称，这一变化可能导致其关闭Audience Network。Facebook没有披露其近700亿美元的数字广告帝国中受众网络业务的规模。广告技术咨询公司Joss Media估计，Audience Network在2021年将带来34亿美元的收入。
"Third-party data tends to be unreliable and not representative of our business," a Facebook spokesman said. "While we expect iOS 14.5 to be a headwind for the remainder of the year, the impact on our business will be manageable. What's most concerning is the impact to the smaller developers and businesses who rely on personalized advertising."
“第三方数据往往不可靠，不能代表我们的业务，”Facebook的一位发言人表示。“虽然我们预计iOS 14.5将成为今年剩余时间的不利因素，但它对我们业务的影响将是可控的。最令人担忧的是对依赖个性化广告的较小开发商和企业的影响。”
Facebook Chief Executive Mark Zuckerberg said in March that "it's possible that we may even be in a stronger position" after Apple's change, particularly if it encourages "more businesses to conduct commerce on our platforms, by making it harder for them to basically use their data in order to find the customers that would want to use their products outside of our platforms."
Facebook首席执行官马克·扎克伯格在3月份表示，在苹果的改变之后，“我们甚至有可能处于更强大的地位”，特别是如果它鼓励“更多的企业在我们的平台上开展商业活动，让他们更难基本上使用他们的数据，以便找到想要在我们平台之外使用他们产品的客户。”
In many foreign countries, most Facebook users are Android users, according to a person familiar with the matter, so Facebook could benefit from higher Android ad prices.
据一位知情人士透露，在许多外国，Facebook的大多数用户都是Android用户，因此Facebook可能会受益于更高的Android广告价格。
Many advertisers have also shifted their spending on Facebook's owned-and-operated apps -- Instagram and its namesake social network, which form the core of its business, Mr. Taylor said. Spending to reach iOS users on Instagram and Facebook also slid since Apple's change, he said, but by less than on third-party apps.
泰勒说，许多广告商还转移了对Facebook自有和运营的应用程序--Instagram及其同名社交网络--的支出，这两个应用程序构成了Facebook的核心业务。他说，自苹果做出改变以来，在Instagram和Facebook上接触iOS用户的支出也有所下降，但降幅小于第三方应用程序。
Since the switch, Facebook has significantly altered its Audience Network, which has relied heavily on device identifiers. The company told advertisers in an email last week that it was adding the capability to place contextual ads -- which consider factors like time of day and the app's content -- as a way to continue providing relevant ads when certain identifiers aren't available.
自这一转变以来，Facebook大幅改变了严重依赖设备识别符的受众网络。该公司上周在一封电子邮件中告诉广告商，它将增加放置情景美国存托股份的功能，以便在某些标识不可用时继续提供相关美国存托股份。微博会考虑时间和应用内容等因素。
"Showing contextual ads in addition to personalized ads is part of our efforts to help support publishers" amid Apple's change, the email said.
这封电子邮件写道，在苹果的变化中，“除了个性化的美国存托股份，还展示上下文美国存托股份是我们帮助支持出版商的努力的一部分”。
Write to Patience Haggin at patience.haggin@wsj.com
写信给Patience Haggin，电子邮件为peratience.haggin@wsj.com
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July 05, 2021 05:30 ET (09:30 GMT)
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