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For Facebook, which knows more about its users’ interests than about their shopping needs, Apple’s changes are more worrying. In August it warned they might reduce revenues at its Audience Network, through which it sells ads to other apps, by as much as 50%. But the Audience Network represents less than a tenth of its business. Thanks to its intimate knowledge of users, it will still be better at targeting than almost anyone else. “In a world with a lot less data, who has relatively more?” asks Brian Wieser of GroupM. The effect of GDPR was, if anything, to increase Facebook’s and Google’s market shares, he adds.
對于更了解用戶興趣而非購物需求的Facebook來說，蘋果的更新愈發令人發愁。去年8月，Facebook曾警告稱，其用于向其他應用程序銷售廣告的Audience Network的收入可能會減少50%。但Audience Network只占其業務的不到十分之一。由于對用戶興趣的深入了解，Facebook仍然會比其他任何公司更善于精準投放廣告。群邑集團的布萊恩·維瑟問道：“在數據大幅減少的世界里，哪家公司能夠擁有相對更多的數據呢？”他補充道，如果說GDPR真有什么效果的話，那就是增加了Facebook和谷歌的市場份額。
To improve its tracking of purchases, Facebook is moving to create a closed loop of its own. Last year it introduced Facebook Shops on its flagship social network and Instagram Shops and its sister photo-sharing app. Mark Zuckerberg, Facebook’s boss, speculated in March that “we may even be in a stronger position if Apple’s changes encourage more businesses to conduct more commerce on our platforms, by making it harder for them to use their data…outside of our platforms”.
Facebook正著手建立自己的閉環以改善對用戶購買行為的跟蹤。去年，Facebook在其旗艦社交網絡、Instagram Shops及其姐妹版照片分享應用程序上推出了Facebook商店。Facebook老板馬克•扎克伯格今年3月曾猜測，“如果蘋果新規促使更多企業更難在我們的平臺之外使用他們的數據，從而鼓勵他們在我們的平臺上開展更多的商業行為，我們甚至可能會因此處于更有利的地位。”
Not every ad platform will be able to adapt as easily. Smaller publishers with fewer data and resources will suffer, believes Nicole Perrin of eMarketer, a research firm. Publishers that rely on third-party cookies will be hit hardest. The day Apple launched its new policy, a group of German publishing companies lodged a legal complaint with Germany’s antitrust authorities. Small platforms may also find it harder to persuade phone users to trust them with their data. AppsFlyer, an ad-tech company, found that iPhone users agreed to tracking from shopping and finance apps more than 40% of the time, but 12% of the time with casual gaming apps.
并不是每個廣告平臺都能適應地如此游刃有余。研究公司eMarketer的妮可·佩林認為，數據和資源較少的小型出版社將受到影響。依賴于第三方cookies的出版社將損失最為慘重。在蘋果推出新政策的當天，一批德國出版公司向德國反壟斷當局提出了法律訴訟。小型平臺可能也會發現他們難以說服手機用戶授權自己的數據。廣告科技公司AppsFlyer發現，超過40%的iPhone用戶同意購物應用和金融應用追蹤數據，但僅有12%的用戶同意休閑游戲應用追蹤數據。
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