How Apple’s ‘Ask App not to Track’ Prompt Helped TikTok's War Against Facebook
“As Meta struggled to maintain performance, TikTok presented a buyer’s market for advertisers where demand was low and supply was high,” said John Donahue, co-founder of programmatic ad consulting firm Up & to the Right, who’s worked with major advertisers like Coca-Cola, Hershey’s, and Linksys. “Timing is everything in life, and TikTok couldn’t have timed it better.”
ATT kneecapped the Facebook ad targeting systems, motivating advertisers to look for new places to spend their money. Even thoughapp was in the perfect position to offer an alternative to Meta: its popularity was exploding, its newness meant ad prices were low, and it had designed novel advertising models built for the new privacy world order.The privacy setting “showcased the risk of having the majority of your eggs in a single basket,” Donahue said.
App Tracking Transparency is designed to prevent companies from tracking what you do across different apps, websites, and services. Specifically, the setting revokes access to an ID number called the Identifier For Advertisers, or IDFA, which Apple actually created to help ad tech companies track you and target you with ads. Let’s say you have a gaming app that you want to monetize.
ATT leveled the playing field. TikTok does plenty of targeted advertising, and the privacy setting hamstrung the short-form video app in the same way it did Meta. But part of TikTok’s advantage, aside from timing, came because the app developed advertising formats that promised to engage users in compelling new ways.
When reached for comment, TikTok didn’t address whether or not ATT gave it an advantage, instead focusing on how the company is working around the challenges ATT presents. “We want to meet marketers where they currently are and also develop new solutions—with marketers—that will withstand changes to the data landscape,” said Kate Amery, a TikTok spokesperson.Suddenly, advertising through Meta wasn’t a sure bet, and the new opportunities at TikTok were even more appealing.
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