S06 EP02: iOS 14 • FB Ads - Upcoming Changes and What to Do w/ Nick Shackelford

2X eCommerce Podcast

On today’s episode, Kunle is joined by Nick Shackelford, Managing Partner at Structured Social. Nick is a seasoned performance marketer and media buyer who works with over 100 brands. He is an active part of the ecosystem that is going to be affected by the upcoming iOS changes. His previous appearance on the show was one of our most popular episodes of 2020.

If you’ve been following the Martech news in 2020, you may have noticed the ongoing spat between Apple and Facebook. Facebook even put out full-page newspaper ads criticizing Apple. At the center of all the back-and-forth is privacy. More specifically it is a prompt called App Tracking Transparency (ATT), which will rollout in the coming days. This prompt will ask you to Opt-in or Opt-out of data sharing for each of your apps.

Why is this a big deal?

If you are a DTC or eCommerce brand, then chances are that Facebook ads are a major part of your marketing strategy. Both Facebook and Facebook ads thrive on users data. You get better targeting, metrics and attribution because of this data. But that’s all going to change now. Over 50% of the buying audience have iOS devices. A chunk of those users might stop sharing data, and alter the marketing landscape for good.

On today’s episode, Kunle and Nick look at the genesis of ATT, how it is going to affect Facebook marketing and how you can brace for impact when the changes roll out. Whether you’re a marketer, business owner or just a consumer - you’re probably on Facebook and you definitely don’t want to miss this one!

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