Meta could lose $10 billion in ad revenue this year because of the user prompt on Apple devices. The ability to opt out has always existed, but has traditionally been less explicit than Apple’s unavoidable popup. It allows users to either consent to, or deny, apps tracking them and reporting data back to advertisers. Snap, Twitter, and Meta’s results all highlighted one of the existential issues for online advertising and user tracking: The changes introduced in iOS 14.5 that allowed users to opt out of the ability to be tracked by big apps.Īpple’s introduction of app-tracking transparency (ATT) empowers end users-but leaves apps shorn of access to user data that they had grown accustomed to profiting from. While all the apps compete in a race to be copycats of each other, they face other big issues. But the shift to a purely algo-sorted feed disempowers creators.” “Platforms need to double down on investing in content and nurturing their creators from first viral hit to global star. “Strategically, it’s a mess,” says Owens. It all spells concern for users, who are seeing the panoply of different apps they use transmogrify into a number of Frankenstein’s monsterlike super apps that look and act principally the same as each other, just with a different logo. Instagram chief Adam Mosseri has already decided to dial back some of the more significant changes to the app after a public outcry, but the company is still likely to pursue its strategy of promoting Reels. “Now they’re playing catchup-and users seem set to have not one but three apps dominated by vertical video.” “Meta doubtless had data showing that friends and family were no longer the main sources of engagement on Instagram and Facebook-but didn’t quite dare make the leap to making Instagram’s Explore tab the homepage,” she says. And that recognition is one that other companies-key among them Meta, with Instagram-are trying to follow. “TikTok’s great innovation was realizing that social media no longer has to be social, just media,” says digital strategist Jay Owens. From Apple comes the threat of changes that could impact the others’ customer reach and competition in the metaverse. TikTok’s user base rose to a billion users within five years, far outstripping any previous app, including Meta-owned Facebook and Instagram, both of which took eight years to reach the same goal. The two firms loomed large over the others’ results because of their increasingly integral role in the world of tech. And in every earnings call, two names kept coming up: Apple and TikTok. This time though, as they announced their second quarter results in recent days, large tech companies have been speaking of stagnant growth or declines and revising their future forecasts in the face of what they expect to be a challenging economic downturn. Over the course of a little more than a week, Snap, Alphabet, Microsoft, Meta, Spotify, Amazon, and Apple all announce to investors how well they’ve performed.įor years, it’s been a tale of untrammeled success, with earnings, profits, and user numbers generally heading in one direction: up. Even apps like Netflix, Spotify and Reddit are experimenting with the format.Every three months, Wall Street watches with anticipation for bumper results from Big Tech companies. TikTok clones like Instagram Reels, Snapchat Spotlight and YouTube Shorts have incentivized creators to use their platforms and have grown in popularity. Twitter is the latest social app to see if it can capitalize on TikTok’s rapid growth - the short-form video app surpassed one billion monthly active users this year, making it one of the fastest companies to hit that milestone. This is part of Twitter’s ongoing effort to improve personalized recommendations and discovery across the platform. The company said it is a visual-forward way of surfacing content that already exists on Twitter. “We’re testing out a revamped, more personalized Explore page to make it easier for you to unwind, find new interests and see what’s happening,” a Twitter spokesperson told TechCrunch. This feature is being tested on both Android and iOS for users in certain countries who use Twitter in English. Twitter posted today that it’s testing a feature that would turn its in-app “Explore” page into a TikTok-like video feed, complete with even a “For You” tab.
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