Without user data, Facebook can hardly prove to advertisers the effectiveness of the platform. Photo: Unsplash. Diversity or ‘dead’? At the end of April, Apple officially released the iOS 14.5 update, which requires the application to ask users’ permission before tracking their activities. This has directly restricted the flow of data Facebook receives from the app to build user profiles. These profiles allow Facebook advertisers to target more effectively. Apple’s privacy changes make it impossible for apps like Facebook to send an identifier to a customer without that person’s permission. Since then, the ability to prove the effectiveness of Facebook ads is reduced. For example, Facebook is now unable to provide advertisers with many metrics like how many people who saw an ad during the week actually purchased a product. “In terms of expertise, the level of influence is relatively significant. Specifically, the limitation in user data collection, the loss of the previous set of customers, the slower reporting system, makes it passive in the data collection. In addition, there are many changes in marketing logic and algorithms that take a long time for advertisers to adapt,” Mr. Ky said. The discordant relationship between two big names in the technology village has been a hot topic on online advertising groups in Vietnam recently. Photo: Fast Company. Nguyen To Uyen, CEO of Coll Group, calls the change on iOS 14.5 a new “storm” for advertisers on the Facebook platform. number. Not to mention, the orders coming from this operating system are also very good quality, the refund rate is low,” said Ms. Uyen. Ms. Uyen said that due to the habit of most advertisers, they rely on Facebook’s “Detailed Targeting” feature, which allows them to drill down to demographics, interests, and customer behavior based on IDFA (code). virtual profile of the user). “When the iOS 14.5 update took effect, most of the ads running suddenly became ineffective, seriously affecting the sales of advertisers,” Ms. Uyen analyzed. ”Don’t put your eggs in one basket” In July 2020, a wave of boycotts of Facebook broke out with the hashtag #stophateforprofit. A series of small companies and large corporations such as Coca-Cola, Microsoft, Starbucks, Unilever … announced to stop spending advertising on this social network, while others look to other platforms. In fact, as of 2019, Facebook is no longer the only address for business advertising. Experts also say that, in order to make a long-term advertising strategy, businesses must diversify their exploitation channels and find the maximum source of potential customers. “Focusing only on Facebook, users are ‘collecting eggs in one basket’ by themselves,” Ky said. For large enterprises, the degree of influence can be even greater, based on factors such as the field, the size of the business, the influence of Facebook on the business activities of certain businesses. “Enterprises have not yet adjusted to adapt to new needs. For example, now there are specific solutions, dealing with many fields such as e-commerce, education, real estate.. ,” Ky added. Without user data, Facebook can hardly prove to advertisers the effectiveness of the platform. Photo: Unsplash. Sharing the same opinion, Ms. Uyen also said that many businesses are deifying Facebook’s features. “This is just one of many intermediary platforms, bringing the right products to the right potential customers,” Ms. Uyen suggested about e-commerce platforms, social networks, newspapers, etc. have the ability to attract different groups of customers with different shopping behavior. The CEO of Coll Group suggested that advertisers change their thinking and how to place their ads. “Focus on analyzing the product’s core benefits, customer portraits, behavior, and psychology to come up with appropriate advertising tactics,” Ms. Uyen advises sellers to build content to attract more targeted customers than depend on prepackaged Facebook data. Finally, she believes that Apple’s action will open a new trend for technology companies. In fact, a week after launch, only 4% of Americans want to be tracked by Facebook. “The desire to keep personal information confidential on the Internet is the legitimate right of everyone, whether in the present or in the future. Therefore, business based on user information will no longer be appropriate,” Ms. To Uyen concluded.

iOS 15 will customize how you receive and process notifications based on your “state” (drive, work, sleep …). Status will be adjusted via the lock screen menu (also upgraded) or the Control Center. iOS 15 will allow to receive or process notifications depending on the user’s status. Photo: 9to5mac. Depending on which status is turned on, your phone rings or silences when notifications arrive. User can allow iPhone to automatically reply to messages when switched to respective status. According to the Bloomberg These features are quite similar to sleep mode or do not disturb, but iOS 15 will allow more active status adjustments, not limited to available modes. Apple is also said to be revamping the iMessage app to function as a social network, competing with Facebook’s WhatsApp. However, the plan is in the early stages, it is unlikely to be introduced in the first iOS 15 release. For iPad, the device’s home screen will be first changed since the product launches in 2010. Like iOS 14 on the iPhone, Apple will allow iPad users to place widgets anywhere on the screen. key to update information. A desktop page on an iPad can contain entire widgets instead of app icons as before. IPad main screen will have a big change when updating iPadOS 15. Photo: 9to5mac. New privacy protections are coming to iOS 15 as well, one of which is a list of apps that are silently collecting data. This feature will limit the application’s sneaky collection of location, phone number without through IDFA (Ad Identifier). Apple is expected to launch iOS 15 and iPadOS 15 (codename Sky) at the developer conference (WWDC 2021) held online on June 7. The beta version of iOS 15 will be released to developers, before the mass update for users in the fall. Since WWDC is still a few weeks away, rumors suggest that Apple may still delay some features for later updates. In addition to iOS 15, Apple will also introduce a slight upgrade to macOS, watchOS, and tvOS. Apple launches new purple iPhone and improved iPad Pro M1 During the Spring Loaded event taking place at 0:00 on April 21 (Vietnam time), Apple introduced a series of products including iPhone 12 purple version, new design iMac, AirTag card, iPad Pro M1.