“Data-Driven Thinking” is written by members of the media neighborhood and contains fresh ideas on the digital revolution in media.
Todays column is written by Aaron McKee, CTO at Blis.
Snapchat disappointed all of us last week and Facebook did the exact same on Monday.
The social networks giants keep making the headings as they struggle to take personal privacy changes as seriously as they should. Snapchats profits were the first to verify what financiers were most scared of– that Apples AppTrackingTransparency structure is having a material impact on profits and producing both reach and measurement difficulties.
Its the same story over at Facebook, which is predicting lower-than-expected profits for the fourth quarter.
Snap and Facebooks results are not just an indicator but rather clear evidence of the urgency with which companies require to embrace a really privacy-first method to information and measurement.
The biggest selling point of the major tech gamers has always been the ease of audience targeting and precise project measurement for which marketers have actually grudgingly sacrificed openness and cross-channel versatility.
However with both targeting and measurement changing due to tectonic shifts around personal privacy and personal data, business like Facebook and Snapchat appear late to the party in having a real plan– and marketers have been delegated feel the pain.
Here are a few things you ought to consider so that youre not beholden to Big Techs decision-making and lack of foresight.

Facebook had mixed outcomes in the third quarter. Facebook produced simply over $29 billion in income and increased its count of regular monthly distinct visitors, it reported a lower earnings price quote than weve seen in a long time– resulting in stock rates going down by 5% on the day after earnings were reported. The newest profits and stock changes have highlighted what takes place when the ad industry relies too greatly on simply a couple of players. Its time for brands and media organizers to question what they genuinely expect from their partners. For years, marketers have put up with closed-door decisions and opacity.

A today problem
Facebook had actually mixed lead to the 3rd quarter. Although Facebook created just over $29 billion in income and increased its count of regular monthly unique visitors, it reported a lower income quote than weve seen in a long time– leading to stock costs going down by 5% on the day after incomes were reported. (The stock returned up in after-hours trading.).
These outcomes are not surprising, considering that up to 80% of iOS consumers and more than half of users on the web are unmeasurable and already unreachable utilizing third-party cookies and other advertising identifiers.
These missing consumers are a few of the most important to marketers, and Facebooks slowing development indicates that we have what I d call a “today” issue, not a “tomorrow” one.
With a dwindling swimming pool of recognizable users, the cost of reaching the ideal audiences will no longer back out. Online marketers that widen their horizons by finding methods to construct privacy-first audiences will see increased efficiency and better return than those using legacy strategies to combat for lower prices across advertisement exchange platforms.
We still dont know what the future holds for Facebook and Snapchat. What we do understand is that theyre rushing to make significant changes to how they target market and measure projects in an effort to follow brand-new personal privacy rules.
This is an existential crisis for the big advertisement platforms. Their reliance on third-party cookies and mobile advertisement IDs means that, since today a minimum of, they are no longer able to offer the hyper-personalized options and very granular measurement and reporting they did in the past.
Times are changing.
An opportunity to level the playing field.
When the advertisement market relies too heavily on simply a few gamers, the newest incomes and stock changes have highlighted what takes place. Most importantly, its brought attention to how improperly these substantial companies have actually dealt with privacy changes thus far. This is now affecting everyone in the market, even those previously thought about untouchable..
The pressure is on and the playing field is leveling. As this happens, marketers and the rest of the marketing market require to basically question how and where they assign media funds.
Its time for marketers to diversify.
Those who stay connected to the previous or are late to progress may discover themselves method behind the 8 ball.
So what?
I d be delusional, obviously, not to recognize the power of the huge walled gardens. Its likewise delusional– and self-destructive– for brand names to rely too greatly on walled gardens to reach their audiences.
Its time for media and brands organizers to question what they truly expect from their partners. For several years, online marketers have endured closed-door choices and opacity. With so lots of changes– and with personal privacy problems ending up being ever more pressing– the pristine walled gardens are beginning to grow some weeds.
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