Apple’s Ad-Targeting Crackdown Shakes Up Ad Market

Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by manigandham on Monday December 09, 2019 @05:59PM (#21747601)

The demand for highly-targeted users is what drives up prices. Since Safari users all look the same now and can't be highly targeted, they have lost that high-end demand and prices have fallen to generic display rates.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by dmitrygr on Monday December 09, 2019 @07:30PM (#21748349)

I would disagree. "People who can afford Apple gadgets" is a desirable high-income audience. I wouldn't be surprised if it was broken out as a special category for purchase by FB and GOOG soon.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by simonh on Tuesday December 10, 2019 @06:45AM (#21751596)

The point is they are less valuable because you can't track them, so you can't take advantage of their potential value.

Lets say an average Android user is worth 100 value units, and you can get lots of uniquely identifying information about them, say 90% of the ideal amount of info, so their effective value to you is 90 value units each (90% of 100).

Uniquely identifiable Apple users info is potentially much more valuable, say 200 value units. However you can only get a very small amount of actionable information about them because they are so hard to track, due to Apple's security and privacy systems. So maybe you can only get 10% of the information you would ideally like to have about them. That makes their actionable value to you only 20 value units each (10% of 200).

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by tatersolid on Tuesday December 10, 2019 @10:14PM (#21759233)

> The point is they are less valuable because you can't track them, so you can't take advantage of their potential value.

This is simply bullshit. So-called “targeted” advertising is a giant scam pulled on non-technical marketers who don’t understand it at all and use “measurements” provided by the ad networks themselves.

Targeted ads don’t actually work in any meaningful sense: https://thecorrespondent.com/100/the-new-dot-com-bubble-is-h...

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by jefftk on Monday December 09, 2019 @07:59PM (#21748562)

Real-time bid requests generally already contain the UA, often partially redacted. So bidders can do this already.

(Disclosure: I work on ads at Google)

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by floatingatoll on Monday December 09, 2019 @08:40PM (#21748814)

That’s already priced in, and is likely the floor to which prices have dropped.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by viscanti on Monday December 09, 2019 @07:37PM (#21748408)

Usually ads care about more demographic data than just device type. Unless you are advertising iPhone cases you probably care more about other data.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by manigandham on Monday December 09, 2019 @09:20PM (#21749016)

There are billions of Apple devices now. Just having one is a very weak correlation to any particular action that a marketer is interested in.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by Mirioron on Tuesday December 10, 2019 @07:55AM (#21751970)

It correlates pretty well with "does this person have money?"

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by npo9 on Monday December 09, 2019 @08:23PM (#21748726)

I feel really comfortable being in that bucket. It’s a very large bucket.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by boring_twenties on Tuesday December 10, 2019 @01:47AM (#21750274)

At least in my experience, lots of iPhone users are rocking old models they bought used for like $200.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by radicaldreamer on Monday December 09, 2019 @07:34PM (#21748384)

iPhones are popular across income distribution and Macs are a very small market compared to phones

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by dmitrygr on Monday December 09, 2019 @07:52PM (#21748511)

Not really at all. iPhones are only "very" popular in US (high average income) and among the wealthy elsewhere.

A 20-second googling produces one example: https://www.forbes.com/sites/toddhixon/2014/04/10/what-kind-...

Google around for more.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by Ericson2314 on Monday December 09, 2019 @06:07PM (#21747658)

Thanks for the explanation. The supply has become crappier while demand stayed the same.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by manigandham on Monday December 09, 2019 @06:22PM (#21747789)

Supply and demand have stayed the same in quantity, but the quality of both has dropped severely. It's the same equilibrium but at a much lower price point.

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Re:Apple’s Ad-Targeting Crackdown Shakes Up Ad Market by echelon on Monday December 09, 2019 @06:20PM (#21747769)

Demand has decreased. The curve of constant demand with decreased supply pushes the price higher.

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