Hernan VazquezFounder and CEO, Rapid Scale Framework · Creator of The Rapid Scale Framework, Author of Low Ticket Profits

the changing game of social media advertising #socialads #advertisingtips

28 Mar 2024 · 1 min

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In this brief discussion, the speaker explains how iOS 14 disrupted traditional social media advertising measurement by limiting the reliability of the Facebook pixel for post‑click tracking. Advertisers are now supplementing the pixel with third‑party tracking tools that feed data back to the pixel to preserve performance, especially for machine‑learning‑driven optimization. Additionally, the speaker notes a broader industry shift: ad networks are increasingly taking control of audience targeting away from advertisers, leveraging their extensive user data to define demographics. This change is presented as a mixed development—potentially reducing advertiser autonomy but offering richer data for platforms.

Chapters

The iOS 14 created a lot of havoc in advertising and the rules have changed. Right now what we use is, for example, you cannot rely that much on the pixel, just the pixel, which is a piece of code that you install on your website. You cannot just rely on that to track, to effectively track what's going on after somebody clicks out of Facebook, for example. So we are using a lot of third-party tracking tools, right, that communicate directly to to the Facebook pixel so that you don't lose that performance, right? When it comes to machine learning. But also something that we're noticing is that the game is changing from targeting, like who you're gonna target with your ads and whatnot. The networks are kind of taking away the power on the advertising, on the advertiser to actually target your ideal demographic, which is not necessarily a bad thing because they have a lot of data points of their users, right?