Apple has ramped up plans to pop more ads into people’s iPhones and beef up the tech used to target the ads. Now, the company seems to look to poach the small businesses that have relied almost entirely on Facebook’s ad platform for more than a decade.
In terms of Silicon Valley feuds, you’d be hard pressed to find one that’s spicier than the years-long battle between Meta and Apple. Meta Platforms CEO Mark Zuckerberg started steering his company toward virtual-reality tech, and now Apple CEO Tim Cook has made it clear he’s gunning for the same. Meta’s Facebook recently started testing out encrypted chats, a domain that Apple has dominated for years.
MarketWatch found two recent job postings by Apple that suggest the company is looking to build out its burgeoning ad-tech team with folks who specialize in working with small businesses. Specifically, the company says it’s looking for two product managers who are “inspired to make a difference in how digital advertising will work in a privacy-centric world” and who want to “design and build consumer advertising experiences.
From an iPhone owner’s point of view, it can be tough to understand exactly how a privacy feature could singlehandedly bring countless mom-and-pops to their knees. Especially when that feature, App Tracking Transparency — which Apple rolled out in April of last year — does something as upstanding as mandating that app developers give users the freedom to choose whether they want to be tracked across their device.
“You can have an ideological take on all of this and say, ‘Well, these ad tools shouldn’t have gotten so efficient, since that was dependent on violating people’s privacy,’ ” Seufert said. “And that’s a fair argument.”“I guess what goes around comes around,” said Zach Goldner, a forecasting analyst at Insider Intelligence who specializes in digital ads. “I mean, it’s not like Facebook hasn’t copied other platforms before.
How Facebook became ‘virtually impossible’ for small business to escape Before rivals like Snapchat and TikTok would hit the social-media sphere, Facebook had been running ads for years. When small businesses cried foul, Jonathan Czaja, Facebook’s then–director of small business for North America, said bluntly that the platform was simply “evolving,” and advertisers had no choice but to evolve alongside it.
Another executive put it more bluntly: “I wouldn’t say they are foolproof, but they are fairly impervious to almost anything.” “It became a situation where brands or agencies who had expectations of eternal growth could consistently get it from Facebook,” Sonne said, and that their funders now expected the same. But it also made them dependent on a platform that was either increasingly unreliable or downright unusable, depending on which advertiser was asked.
Apple’s next move Since upending the online advertising ecosystem, third-party analysts have seen a surge of advertiser activity — and ad dollars — head Apple’s way.
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