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Meta Calls Out Apple for Anti-Tracking Grievances

Meta, Apple | May 27, 2022

Meta Calls Out Apple for Anti-Tracking Grievances
In a memo sent to U.S regulators, Meta called out Apple’s control of the mobile app ecosystem and its advertising restraints. Meta, among many other companies, submitted a response to a request from the National Telecommunications and Information Administration. This request asked for opinions on the competition in the mobile app ecosystem from tech companies and interested parties. Meta’s 19-page memo highlighted grievances with Apple and discussed how tech companies were at war over the future of regulations in Washington.

“Despite having some of the most popular apps in the world,” Meta’s letter to the NTIA said, “Meta’s ability to innovate on its products and services and even reach its customers is determined, and in some cases, significantly limited, by the most popular mobile operating systems, such as Apple’s iOS.”

Meta has openly opposed Apple ever since it implemented ant-tracking protocols into the mobile app ecosystem. In 2021, Apple’s App Tracking Transparency framework (ATT) created ripples across the mobile ad industry because app developers had to get direct permission from consumers to collect data about their online behavior. Apple implemented these changes to safeguard consumer privacy, but Meta claims that the move was meant to benefit Apple’s business through ad sales and more. Apple has never played a significant role in advertising, but ever since it instituted anti-tracking, it has begun developing its ad tools to serve brands and developers better.

“Apple’s ads business has already witnessed ‘explosive growth’ as ATT has hobbled its competitors,” Meta mentioned in its note to the NTIA.

“Apple’s ads business has already witnessed ‘explosive growth’ as ATT has hobbled its competitors,” Meta mentioned in its note to the NTIA. 

In response, an Apple spokesperson said, "Apple believes in vibrant and competitive markets and through the App Store, we’ve helped millions of developers around the world turn their brightest ideas into apps that change the world. Today, third-party apps, including Facebook, Instagram and WhatsApp, are among the most popular apps on the App Store. We have every interest in supporting a robust developer community.”

“We believe that a user’s data belongs to them and they should get to decide whether to share their data and with whom,” the spokesperson added. “App Tracking Transparency gives users the choice whether or not they want to allow apps to track them by linking their information with data from third parties for the purpose of advertising, or sharing their information with data brokers. These rules apply equally to all developers, including Apple.”

“SKAdNetwork, Apple’s tool for attributing app installations by users who decline to opt in to ‘tracking,’ drastically limits businesses’ access to data they need to measure and optimize the effectiveness of ad campaigns,” Meta wrote. “Among other things, SKAdNetwork does not support ad-creative metrics, provides data on a delayed and highly aggregated basis, and supports only a limited number of ad campaigns. Apple has also made sudden and unannounced changes to SKAdNetwork, rendering it an unreliable basis for ad measurement and optimization,” Meta added in its note.

The NTIA is yet to comment on the actions it could take after carefully analyzing the mobile app ecosystem.

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Advertising tries to convince you to buy things, but nudging is about influencing customers without their knowing. It's only going to be used more and more, but where should we place limits (if at all)? *This video includes a paid sponsor. This sponsor was not involved in the making of the video, nor did they write any of the script. All portions of the advertisement are located at the end of the video, which was paid for as sponsored advertising content.

Spotlight

Advertising tries to convince you to buy things, but nudging is about influencing customers without their knowing. It's only going to be used more and more, but where should we place limits (if at all)? *This video includes a paid sponsor. This sponsor was not involved in the making of the video, nor did they write any of the script. All portions of the advertisement are located at the end of the video, which was paid for as sponsored advertising content.

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MTarget chooses iBASIS to deliver CPaaS mobile marketing campaigns via APIs

MTarget | May 10, 2022

MTarget, a France-based direct B2B marketing firm specializing in mobile marketing, has selected iBASIS as their provider for programmable voice campaign management services in the banking, finance and retail sectors. iBASIS is a Massachusetts-based communications solutions provider. The unique Bring Your Own Carrier (BYOC) model from iBASIS provides out-of-the-box, ready-to-go solutions that can be white-labeled to generate instant revenue from existing infrastructure and resource expenditures. Nowadays, one of the fastest-growing communication industries is CPaaS (Communication Platforms as a Service). CPaaS allows for the simple integration of real-time, cloud-based, bespoke communication services such as video chat or two-factor authentication into an existing application. The predicted market size for CPaaS in 2021 was 4-8 billion USD, with a CAGR of 35-57 percent. Along with messaging, IDC estimated that programmable voice communications, which includes voice and telephony services, was one of the major segments in 2021, with a market value of 3.2 billion USD. With the CPaaS offering of iBASIS, the Businesses will get flexible and cost-efficient voice services for their marketing campaigns and security via multi-factor authentication, notifications and customer services. The quick and straightforward customization of defined voice messages using APIs will allow businesses to reach a targeted group of people in a short time. The cloud-based, ready-to-deploy voice CPaaS solution is a very cost-effective channel to market, requiring no upfront CapEx or obligations. The consumption-based pricing structure allows service providers to be more adaptable and develop their business models. “The iBASIS Network and their cloud-based portfolio is a perfect fit for us as they combine global coverage, scale, and technology innovation. Our direct marketing campaigns require high quality and capacity (up to 10,000 simultaneous calls) and iBASIS demonstrated and delivered both. By integrating their carrier channel reach, we are unlocking the potential for a new range of direct marketing campaigns in regions of the world where voice remains the most efficient communication tool,” Stéphane Faugeras, President, MTarget iBASIS has a carrier-grade network and connections with mobile operators worldwide. Hence with iBasis’s capabilities, the marketing campaigns can be quickly customized as per capacity and coverage. Enterprise customers may benefit from end-to-end insight while monitoring their mobile campaigns with full call tracking analytics. In addition, businesses may track the performance of their sales and marketing efforts, brand message, and advertising while maintaining control over their customer engagement process. “We are delighted to work with MTarget and their operations teams who are extremely focused on quality of services, customer engagement, and innovation. As a result, MTarget offers a very high performing CPaaS solution for businesses that want to launch cost-effective promotional or communication campaigns to their end users via programmable voice,” said Guillaume Klein, VP, Product Management at iBASIS.

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Comcast Advertising Names James Rooke President

Comcast Advertising | July 11, 2022

Today, Comcast Advertising announced that James Rooke has been named to the role of President. In this position, Rooke will oversee the operation of the company, whose brands include Effectv, FreeWheel and AudienceXpress. Rooke, who was previously General Manager of Effectv, replaces Marcien Jenckes, who was recently tapped to lead the new joint venture between Charter and Comcast and serve as Managing Director for Comcast Advertising in a dual role. Rooke will report into Jenckes. “I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “I could not think of a more qualified person to lead Comcast Advertising during one of the most exciting, transformative times in television advertising,” said Jenckes. “His work at both Effectv and FreeWheel give him a unique perspective from which to lead the company, and I look forward to working beside him to take Comcast Advertising to its next level of success.” Since Rooke joined Effectv in January 2020, he successfully started its transformation to a multi-screen, audience delivery company that helps advertisers reach their target customers and drive better, measurable results. He was instrumental in bringing the more widespread use of data to TV advertising strategies, as well as driving the growth of addressable advertising and programmatic capabilities across Effectv. His successor as Effectv’s GM has not yet been named. Prior to leading Effectv, Rooke oversaw FreeWheel’s global publisher business unit responsible for providing TV programmers and distributors with advertising technology to manage the monetization of their video content. During his tenure, he also helped design, launch and scale FreeWheel’s first video marketplace, led the Advisory Services practice, a consulting business unit; and served as the company’s chief revenue officer. “I’ve had the privilege of working across both the software and media business within Comcast Advertising and look forward to combining those experiences in this new role,” said Rooke, President of Comcast Advertising. “I believe the opportunity for Comcast Advertising is unparalleled. I’m honored to accept this new position and cannot wait to continue my work with the broader leadership team to evolve the future of TV advertising for the better.” Earlier in his career, Rooke worked in the media business at Time Warner Cable (now Charter Communications) as vice president, strategy and execution. He was also a principal in the media and entertainment practice at Capgemini, a consulting and technology company. He began his career as an associate consultant at EY (then known as Ernst & Young) in London. Rooke holds a Bachelor of Commerce from the University of Birmingham in the U.K. He lives with his wife and two daughters in New York. About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com to learn more.

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Japan to Get Pinterest Ads

Pinterest | June 03, 2022

Pinterest ads now extend to Japan. It makes Japan the 31st ad market for Pinterest ads and the third in the Asia-Pacific region after Australia and New Zealand. Additionally, the platform’s partnership with Shopify will also extend to Japan. It will help Japanese merchants add product catalogs to Pinterest and run shopping ads. In a blog post, Pinterest country manager for Japan, Kei Narita, said that 8.7 million people in Japan use Pinterest every month and two out of five searches for purchase ideas when looking to buy something. Partners who are testing Pinterest ads in Japan include Cowcamo and Tsukuruba. Tsukuruba marketing team manager Akira Shikata said in the Pinterest blog post, “Pinterest ads helped us to reach our target users—those interested in renovating their homes. Ads also helped us expand our reach and exceed our target results.” Tsukuruba marketing team manager Akira Shikata said in the Pinterest blog post, “Pinterest ads helped us to reach our target users—those interested in renovating their homes. Ads also helped us expand our reach and exceed our target results.” Narita added, “Pinterest stands out as a positive environment where consumers come to find inspiration for what to do or buy next. We give businesses of all sizes an opportunity to connect with consumers early in their decision-making journey, and we’re proud to expand our global advertising program to Japan. Our advertisers play an incredible role in enabling Pinterest users to turn inspiration into action so that they can create a life they love, and we’re excited to enable Japanese businesses to now connect with our engaged audience through ads.”

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