Nyob rau hauv cov nqe lus ntawm Silicon Valley feuds, koj yuav nyuaj pressed nrhiav ib tug spicier tshaj lub xyoo-ntev sib ntaus sib tua ntawm Meta thiab Apple. Meta Platforms CEO Mark Zuckerberg pib coj nws lub tuam txhab mus rau virtual-kev muaj tiag tech, thiab tam sim no Apple CEO Tim Cook tau qhia meej tias nws yog. phom rau tib yam. Meta's Facebook nyuam qhuav pib sim tawm encrypted sib tham, ib lub npe uas Apple tau ua rau xyoo.
Facebook yog ib lub tuam txhab uas keeb kwm tsis tau tawm ntawm kev sib koom cov ntaub ntawv siv nrog suav tsis txheeb thib peb. Meanwhile Apple
AAPL,
raws li nws tus kheej glitzy ad campaigns tas li nco ntsoov peb, yog ib lub tuam txhab tech uas tsis yog Txau koj cov ntaub ntawv hla lub vev xaib.
Thiab, tau kawg, muaj Apple tsis ntev los no kev ceev ntiag tug hloov pauv rau nws cov kev khiav haujlwm uas tau tshem tawm khwv yees $ 10 billion ntawm cov nyiaj tau los rau Meta
META,
Nyob rau tib lub sijhawm, cov tshaj tawm uas tso siab rau cov cuab yeej tsim los ntev ntawm Facebook thiab Instagram yog sab laug tsis muaj cov ntaub ntawv lawv tau tso siab ntev rau lawv cov lag luam.
Nyob rau hauv lub xyoo txij li thaum Apple CEO Tim Cook denounced ad-raws li kev lag luam qauv ua ib qhov chaw ntawm kev ua phem hauv ntiaj teb tiag, Apple tau ramped li cov phiaj xwm pop ntau tshaj tawm rau hauv tib neeg lub iPhones thiab nqaij nyug tech siv los tsom cov tshaj tawm. Thiab tam sim no nws zoo li Apple tab tom nrhiav mus nyiag cov lag luam me uas tau tso siab yuav luag tag nrho ntawm Facebook lub platform tshaj tawm rau ntau tshaj kaum xyoo.
MarketWatch pom ob txoj haujlwm tsis ntev los no los ntawm Apple uas qhia tias lub tuam txhab tab tom nrhiav los tsim nws cov pab pawg tshaj lij ad-tech nrog cov neeg ua haujlwm tshwj xeeb hauv kev ua haujlwm nrog cov lag luam me. Tshwj xeeb, lub tuam txhab hais tias nws tab tom nrhiav rau ob tus thawj tswj hwm cov khoom lag luam uas yog "kev tshoov siab los ua qhov sib txawv ntawm qhov kev tshaj tawm digital yuav ua haujlwm li cas hauv ntiaj teb kev ceev ntiag tug" thiab leej twg xav "tsim thiab tsim kev tshaj tawm rau cov neeg siv khoom." Ib tus neeg sib tw zoo tshaj plaws, Apple tau hais tias, yuav tsis tsuas yog paub txog kev tshaj tawm thiab xov tooj ntawm tes, thiab tshaj tawm hauv xov tooj ntawm tes, tab sis kuj tseem yuav muaj kev paub txog "kev ua lag luam kev ua tau zoo, kev tshaj tawm hauv zos lossis kev ua lag luam me."
Cov npe tseem hais ntxiv tias Apple tab tom nrhiav tus thawj tswj hwm uas tuaj yeem "tswj lub tswv yim ntau xyoo thiab ua tiav," uas qhia tias Apple tsis yog tsuas yog tailing cov neeg tshaj tawm hauv zos tab sis yuav zoo li yuav tailing cov tshaj tawm rau ib qho. thaum. Thiab xav txog yuav ua li cas qee cov npe me me no twb tab tom nrhiav dhia nkoj los ntawm Facebook tom qab Apple cov kev hloov pauv tsis pub lwm tus paub, ntxias lawv tawm ntawm lub platform yuav txaus los cuam tshuam Meta tag nrho cov qauv kev lag luam kom zoo, ad-tech kws tshuaj ntsuam tau hais.
“Yog hais tias koj tham nrog ib tug lag luam me, lawv yuav qhia rau koj, 'Yog, tam sim no yog ib tug kev puas tsuaj, "hais tias Eric Seufert, ib tus kws tshuaj ntsuam xyuas uas tau ua raws li kev sib ntaus sib tua ntawm Apple thiab Facebook tau hloov zuj zus rau xyoo. “Nws tsuas yog meltdown. Muaj qhov ua tiav, kev hloov pauv loj heev rau ib puag ncig. "
Puas yog Apple's Tim Cook nyiag nplooj ntawv los ntawm Facebook's playbook?
Getty Dluab
'Dab tsi mus ncig los ncig'
Zuckerberg tau hais tias (rov saud dua) tias Apple qhov kev txav mus los txiav tawm lub tuam txhab cov ntaub ntawv muaj txiaj ntsig cov neeg siv yuav cuam tshuam "ntau lab" ntawm cov lag luam me, thiab, qhov tseeb, hauv lub iPhone hloov tshiab tom qab, qee tus neeg lag luam hais tias lawv yog sab laug "scrambling" txhawm rau txheeb xyuas leej twg lawv cov kev tshaj tawm tau ncav cuag - thiab feem ntau them ntuj-siab nqi kom muaj cai ua li ntawd.
Los ntawm tus tswv iPhone qhov kev xav, nws tuaj yeem nyuaj rau kev nkag siab raws nraim li cas tus kheej ntiag tug tuaj yeem ua ib leeg coj ntau tus niam-thiab-pops rau lawv lub hauv caug. Tshwj xeeb tshaj yog thaum uas feature, App Tracking Transparency (ATT) - uas Apple dov tawm hauv Plaub Hlis Ntuj xyoo tas los - ua ib yam dab tsi zoo li kev yuam kom cov neeg tsim tawm app muab cov neeg siv kev ywj pheej xaiv seb lawv puas xav tau taug qab thoob plaws lawv lub cuab yeej.
Feem ntau cov neeg siv, los ntawm txhua tus account, yuav xaus hais tsis yog. Thiab ib zaug lawv tau ua, cov apps no tau ploj mus rau qhov tseem ceeb hauv kev tshaj tawm hauv xov tooj: tus neeg ntawd tus cim "tus cim rau cov tshaj tawm," lossis IDFA luv luv.
Koj tuaj yeem xav tias nws yog qee yam zoo li iPhone cov lus teb rau lub vev xaib ncuav qab zib. Ib tus neeg tshaj tawm tuaj yeem siv koj tus IDFA los taug qab, hais, txawm tias koj pom nws qhov kev tshaj tawm ntawm Instagram thiab tom qab ntawd yuav nws cov khoom ntawm Etsy
TSI,
los yog ua raws nws tus account ntawm Pinterest
Tus PINS,
IDFA yog tus yuam sij uas tso cai rau cov tshaj tawm xov tooj ntawm tes paub seb lawv cov ntawv tshaj tawm puas ua haujlwm.
Yog li thaum Apple hloov pauv, nws tsis yog Facebook cov tshaj tawm uas tau ya dig muag - cov khw me uas tau khiav tawm ntawm Google's
GOOG,
GOOGL,
YouTube, Snap's
SNAP,
Snapchat, Pinterest lossis lwm lub platform uas tshaj tawm tau muag cov kev paub dhau los qee yam mob. Thiab qhov ntau koj lub platform kev lag luam tso siab rau cov neeg siv cov ntaub ntawv, qhov loj dua qhov koj xav tau.
"Koj tuaj yeem muaj lub tswv yim coj los siv rau txhua qhov no thiab hais tias, 'Zoo, cov cuab yeej tshaj tawm no yuav tsum tsis txhob muaj txiaj ntsig zoo, vim qhov ntawd yog nyob ntawm kev ua txhaum tib neeg txoj cai ntiag tug," Seufert hais. "Thiab qhov ntawd yog kev sib cav ncaj ncees."
Tab sis, raws li nws kuj tau taw qhia, koj tsis tuaj yeem tsis quav ntsej txog kev lag luam. Apple yeej tsis muaj.
Zach Goldner, tus kws tshuaj ntsuam xyuas ntawm Insider Intelligence uas tshwj xeeb hauv kev tshaj tawm digital hais tias "Kuv kwv yees dab tsi mus ib puag ncig los," said Zach Goldner. "Kuv txhais tau tias, nws tsis zoo li Facebook tsis tau theej lwm lub platform ua ntej."
Ib cag ntawm nws qhov kev tsis pub lwm tus paub tsis meej pem, lwm lub tswv yim tseem ceeb uas Meta hom yog qhov sib txuas nrog yog luam cov neeg sib tw. Raws li Goldner tau hais, nws tsuas yog teeb meem ntawm lub sijhawm ua ntej ib tus neeg sim ua kev khiav ntawm lub tuam txhab uas tau siv ntau tshaj ib xyoo caum weaving nws hom rau hauv cov lag luam me.
"Kev siv Facebook tshaj tawm rau cov lag luam me yog kev yeem siab ib yam li kev siv email rau kev nrhiav haujlwm yog kev yeem," said Jeromy Sonne, tus neeg lag luam digital ntev uas txij li tau tso tseg lub platform los pib nws tus kheej ad-serving network.
"Tsis yog, koj tsis tau 'xauv' thiab lawv tsis yuam koj siv nyiaj. Tsis muaj daim ntawv cog lus ntawm no, ”nws hais ntxiv. "Tab sis vim tias tsis muaj kev xaiv thiab cov lag luam uas ua rau lawv cov nyiaj tau los tag nrho tawm ntawm lub platform, nws yuav tsis yooj yim mus taug kev."
Mark Zuckerberg ua rau Facebook tsis tseem ceeb rau lub teb chaws cov lag luam me. Lub strangle yuav tiv taus?
Associated Xovxwm
Yuav ua li cas Facebook tau dhau los ua 'virtually tsis yooj yim sua' rau kev lag luam me kom khiav tawm
Ua ntej cov neeg sib tw zoo li Snapchat thiab TikTok yuav ntaus lub social-media sphere, Facebook tau khiav tawm rau xyoo.
Qee qhov kev tuav pov hwm zaum kawg hauv kev hloov mus rau digital yog cov lag luam me - thiab ceeb toom thaum lub sijhawm qhia tau hais tias tsis muaj ib lub tuam txhab uas tsis muaj kev sim ua swoop nyob rau hauv lub sijhawm los ua hauj lwm nrog niam-thiab-pops. Thaum kawg, ib pawg zoo ntawm lawv yuav xaus mus rau hauv Facebook; lub platform kev tshaj tawm kev pabcuam tau yooj yim dua thiab pheej yig dua los khiav dua nws cov neeg sib tw, thiab nws muab cov ntaub ntawv ntau dua li lawv tau ua, ib yam nkaus.
Sonne tau hais tias "Koj tsuas yog khiav txhua yam hauv nws, thiab nws pheej yig heev nws tsis muaj teeb meem," Sonne hais. Facebook tau muab qee yam uas yog "100% kev pabcuam tus kheej" thiab tsis muaj nqi pem teb uas lwm lub platform - nyiam, hais, DoubleClick - tau xav tau thaum lub sijhawm. Thiab nws yooj yim dua rau kev taug kev dua li cov neeg sib tw rau khau raj.
Ces thaum ntxov aughts tshwm sim. Hauv kev sib zog ua kom nws lub platform ntau tus neeg siv hauv xyoo 2014, Facebook tau pib cuam tshuam cov nplooj ntawv pheej yig tshaj tawm uas cov hom lag luam tau dhau los ua neeg nyiam, yuam cov feem ntau ntawm lawv. them rau qhov chaw ad nyob rau hauv tib neeg noj los yog poob cov neeg tuaj saib lawv tau siv ze li kaum xyoo kev cog qoob loo.
Thaum cov lag luam me quaj tsis zoo, Jonathan Czaja, Facebook tus thawj coj ntawm kev lag luam me rau North America, hais bluntly tias lub platform tsuas yog "hloov zuj zus," thiab cov neeg tshaj tawm tsis muaj kev xaiv tab sis hloov kho nrog nws.
Yog li lawv ua. Ib hlis tom qab Czaja cov lus, lub tuam txhab khav hauv blog ncej txog cov ntaub ntawv tshiab ntawm cov lag luam me ua haujlwm ntawm lub platform: 40 lab. Nyob rau tib lub sijhawm, Zuckerberg tau sau tseg tias lub tuam txhab, txawm hais tias nws tau piv rau kev tshaj tawm tsawg dua hauv tib neeg cov khoom noj, yuav nyuaj dua rau microtargeting - lub tswv yim uas. txawm nws lees yog "zoo nkauj teeb meem" hauv lub tuam txhab. Nyob rau tib lub sijhawm, cov neeg ua haujlwm tau tshaj tawm pib tsa chij liab hais txog lub tuam txhab tshaj tawm tsis paub meej npe hu ua Cambridge Analytica, uas tau sau cov ntaub ntawv tsis raug los ntawm cov neeg Asmeskas suav tsis txheeb hauv kev sib tw mus txog rau xyoo 2016 kev xaiv tsa.
"'Siv Facebook tshaj tawm rau cov lag luam me yog yeem ua tib yam uas siv email rau kev nrhiav haujlwm yog yeem.' "
Los ntawm 2017, kev sib xyaw ua ke ntawm Facebook qhov kev loj hlob ntawm cov neeg siv cov ntaub ntawv thiab kev nce qib tau tso cov tshaj tawm ntau dua lossis tsawg dua. Thaum Facebook nkag mus rau cov neeg lag luam tsis tsawg tshaj li kaum zaug hais tias nws yuav tau flubbed cov nuj nqis nws muab, advertisers shrugged tawm miscalculations txhua txhua lub sij hawm. "Txawm hais tias tus lej tsis raug - nws yog qhov tsawg heev piv rau cov nqi dag ntawm lwm lub platform," ib tus thawj coj tshaj tawm hais rau Business Insider thaum lub sijhawm. "Hauv kev tshaj tawm digital, koj tsuas yog kawm nyob nrog qee qhov tsis meej pem."
Lwm tus thawj coj tau hais ntau dhau lawm: "Kuv yuav tsis hais tias lawv yog neeg ruam, tab sis lawv tsis raug cai rau yuav luag txhua yam."
Tshwmsim uas lub tuam txhab paub dag rau cov neeg tshaj tawm rau ntau xyoo txog deb npaum li cas lawv cov phiaj xwm tau ncav cuag tsis tau xa cov neeg tshaj tawm ntim khoom, thiab tsis tau maj mam nce tus nqi uas ntau tus tshaj tawm tau them. Nws yog ib qho tseem ceeb rau cov nqi tshaj tawm ntawm txhua lub platform kom hloov pauv ntawm lub hli mus rau ib hlis, tab sis Facebook qhov spikes yog qhov txawv txav. Nyob nruab nrab ntawm Lub Ib Hlis 2017 thiab Lub Ib Hlis 2018, piv txwv li, ib tsom xam pom tias tus nqi tshaj tawm tau them rau lawv cov tshaj tawm Facebook tau nce mus txog 122%.
Lub caij no, nrhiav kev txhawb nqa raws li lub npe me me tau dhau los ua ib qho nce kev tawm dag zog hauv qhov tsis muaj tseeb, Sonne piav qhia.
"Thaum lub sijhawm [tus nqi] nce mus, kev txhawb nqa tau nce zuj zus, cov teeb meem ntsuas tau tuav," nws hais ntxiv. Tab sis dab tsi yog qhov pib nyuaj rau ua? Kev lag luam peev tau tsis tu ncua ntws mus rau tiam tshiab ntawm digital-thawj hom rau ntau tshaj kaum xyoo, uas tau muab lawv lub hom phiaj tshiab txhua hli lawv xav tau ntaus.
Sonne tau hais tias "Nws tau dhau los ua qhov xwm txheej uas cov hom lag luam lossis cov koom haum uas muaj kev cia siab ntawm kev loj hlob mus ib txhis tuaj yeem tau txais nws los ntawm Facebook," Sonne tau hais, thiab tam sim no lawv cov peev nyiaj xav tau tib yam. Tab sis nws kuj ua rau lawv nyob ntawm lub platform uas yog qhov tsis txaus ntseeg lossis tsis tuaj yeem siv tsis tau, nyob ntawm seb tus neeg tshaj tawm tau nug. Qee lub lag luam me qhia muaj lawv cov kev tshaj tawm tsis raug chij los ntawm Facebook cov txheej txheem kev tshuaj xyuas kev tshaj tawm, thaum lwm tus neeg lag luam qhia kev chim ntawm li cas buggy lub back-end systems tau.
Apple tsis teb rau qhov kev thov tawm tswv yim. Tus cev lus rau Meta, lub sijhawm no, tau sau tseg tias "cov tswv lag luam me thoob ntiaj teb qhia peb peb cov khoom tau pab lawv tsim thiab loj hlob lawv cov lag luam."
"Nws yog vim li cas peb tau cog lus tsis tu ncua los tsim thiab muab cov kev pabcuam tshiab, cov cuab yeej, kev cob qhia thiab kev txhawb nqa tus kheej rau lawv," tus cev lus tau hais ntxiv.
Lub tuam txhab tsis qhia ntau npaum li cas ntawm cov 10 lab-ntxiv rau cov tshaj tawm nchuav nyiaj rau hauv Meta cov cuab yeej txhua xyoo tsim nyog ua "kev lag luam me." Lub sijhawm kawg Facebook qhia tias cov ntaub ntawv nws tus kheej yog nyob rau hauv ib 2019 nyiaj tau los hu thaum ntawd-Tus Thawj Saib Xyuas Kev Ua Haujlwm Sheryl Sandberg tau hais tias 100 tus tshaj tawm tshaj tawm sawv cev "tsawg dua 20%" ntawm lub tuam txhab cov nyiaj tau los tshaj tawm. Kev tshuaj xyuas los ntawm lub tuam txhab kev lag luam kev lag luam Pathmatics pom tias feem pua los ze zog rau 6%, ntawm $ 4.2 nphom hauv kev siv tag nrho. Lub tuam txhab raked nyob rau hauv ze li ntawm $ 70 nphom hauv cov nyiaj tau los tshaj tawm xyoo ntawd ib leeg.
Apple txoj kev mus tom ntej
Txij li thaum upending the online advertising ecosystem, peb cov kws tshuaj ntsuam xyuas tau pom muaj kev nce siab ntawm cov neeg tshaj tawm cov haujlwm - thiab cov nyiaj tshaj tawm - coj Apple txoj hauv kev.
Xyoo tas los, piv txwv li, ib qho ntawm cov ntawv ceeb toom no nrhiav tau tias Apple's Search Ads - uas tshwm rau saum koj lub vijtsam iPhone thaum koj tab tom nrhiav ib lub app tshiab los yuav hauv lub tuam txhab App Store - yog lub hauv paus ntawm kwv yees li 58% ntawm tag nrho iPhone app downloads. Ib xyoo dhau los, cov kev tshaj tawm tib yam tsuas yog lub luag haujlwm rau 17%. Thiab ua ntej lub caij ntuj sov no, ib tus kws tshuaj ntsuam Evercore kwv yees tias Apple's App Store tshaj tawm tuaj yeem ua rau lub tuam txhab $ 7.1 nphom hauv cov nyiaj tau los los ntawm 2025.
Seufert tau hais tias "Kuv xav tias cov nyiaj tau los [ntawm kev lag luam tshaj tawm] tsis tseem ceeb rau Apple dua li tsuas yog rhuav tshem Facebook tag nrho cov tswv cuab ntawm kev faib khoom ntawm txawb," Seufert hais. Nws taw qhia tias, ntev heev, Facebook ua lag luam hauv kev tsav tsheb app nruab. Ib daim ntawv tshaj tawm ua ntej xyoo no pom tias txog peb lub hlis twg ntawm cov kev lag luam mobile app cia siab rau Meta cov cuab yeej ad-tech ua li ntawd.
"Kev tshaj tawm yog lub sijhawm nyiaj tau los, tab sis, qhov tseem ceeb tshaj, lawv yog tus kws kho tsheb tshawb pom," Seufert hais ntxiv. "Thiab tam sim ntawd Facebook tau txiav txim siab tias cov apps twg tau rub tawm, tsis yog Apple. Kuv lub siab nrog txhua qhov no yog qhov ntawd lawv mob siab txog cov nyiaj tau los, tab sis kuv tsis xav tias yog tus thawj tsav tsheb. Kuv xav tias nws yog hais txog lub zog. "
Raws li lub zog ua si mus, muaj tiag tiag tsis muaj kev txav zoo dua li kev nyob hauv cov lag luam me uas tau ua tsis txaus siab nrog Meta's platforms. Thiab raws li Goldner tau taw qhia, nrog rau economic crush uas tuaj nrog kev sib kis tsis tu ncua, ntau tshaj tawm - loj thiab me - yog shirking zaub-raws li kev tshaj tawm zoo li Meta's rau kev tshawb nrhiav ntau tshaj li Apple's.
“Raws li peb tab tom tsoo muaj peev xwm thim rov qab, tib neeg tab tom txav mus rau hauv qab-ntawm-tus-funnel tshaj tawm los nyem cov npoo, "Goldner tau hais. "Thaum twg muaj kev lag luam poob qis, cov tuam txhab xav tau tsom mus rau kev muag khoom kom zoo tshaj plaws. Lawv tsis quav ntsej txog kev ua siab zoo thiab ntau ntxiv txog tsuas yog ua kom lawv cov lag luam nyob hauv av. "
Apple txoj kev lag luam me me uas yuav luag tam sim no tuaj yeem piav qhia cov rumblings tias lub tuam txhab npaj yuav ntxiv kev tshaj tawm tshawb fawb rau Apple Maps yav tom ntej. Tom qab tag nrho, ib txoj hauv kev zoo tshaj plaws hauv koj lub khw muag khoom kho vajtse lossis tsev noj mov tuaj yeem tshaj tawm lawv cov khoom siv niaj hnub no yog ntawm nrhiav kev tshaj tawm hauv Google Maps, uas tau muaj txij li thaum 2016. Raws li Seufert tau hais, "Yuav ua li cas [Apple] ua kom pom tseeb tsis ua nws?”
Tau qhov twg los: https://www.marketwatch.com/story/apple-already-decimated-metas-adtech-empire-now-its-honing-in-on-its-advertisers-too-11661962593?siteid=yhoof2&yptr=yahoo