For example, scientist Jaron Lanier argued that social media advertising algorithms not only target human behavior, but alter it, in his book "Ten Arguments for Deleting Your Social Media Accounts Right Now". Governments have taken note. Privacy concerns have triggered new laws, such as the EU's General Data Protection Regulation and the California Consumer Privacy Act. Tech companies have also responded. Apple, Wedding Photo Editing for example, has already changed its identifier for advertisers. It now restricts third-party cookies in its Safari browser (like most browser makers) and restricts tracking in its email app. It could be good for privacy. But it impacts one of the most successful forms of advertising. Behavioral targeting placed highly relevant ads in front of consumers most likely to engage.
Many direct-to-consumer brands have built their business on Facebook advertising because of its ability to target buyer behavior. Likewise, many buyers prefer ads that are relevant to them rather than just context. New context The balance between privacy and behavioral targeting leans towards privacy. For example, in the most recent version of its mobile operating system, Apple started asking users to share traceable information with each specific application. Wedding Photo Editing Prior to this change, users had to navigate through a series of menus and non-descriptive settings to disable tracking.
In May 2021, Flurry Analytics reported that only 15% of iPhone owners opted in to tracking. In contrast, performance marketing agency Tinuiti reported that around 70% of iPhone users were tracked before Apple's changes. Wedding Photo Editing With relatively less tracking data, behavioral targeting can be more difficult. Thus, some advertisers might choose to include more contextual ads and platforms in their marketing mix. This, in turn, could lead to innovations or changes in contextual targeting.