Facebook應對蘋果新隱私政策
爲了應對蘋果(AAPL.US)新隱私政策對Facebook(FB.US)廣告業務的影響,Facebook推出了新的消息功能助力商家發展業務。據悉,這項功能包括Facebook用戶可以在Messenger、Instagram Direct或WhatsApp上,通過點擊廣告開始與商家對話。同時,商家還可以設置其Instagram個人資料,讓客戶可以發起WhatsApp聊天。
此外,Facebook在該功能上開發了一些工具來幫助商家實現自動與客戶交流。例如,商家可以對首次向主頁發起對話的客戶使用問候功能創建歡迎語,還可以創建預存回覆爲便於回答常見問題。此外,商家還可以在非營業時間內或休假前設置離開消息。據悉,目前該功能正在與選定的廣告商進行測試。
Facebook還在測試“工作賬戶”,以便商家在沒有個人賬戶的情況下登錄Facebook。
據悉,4月26日,蘋果正式上線新版iOS14.5,更新的隱私政策也正式生效。根據新規則,應用程序需要徵求iPhone手機用戶的授權後,才能追蹤其使用手機的在線行爲數據。許多依賴在線廣告的公司表示,隱私變化將降低目標廣告的有效性和盈利能力。
關注互聯網經濟的獨立分析師Eric Seufert在一篇博客中指出:“整個數字經濟和數字廣告業都將被這項新的隱私政策顛覆。它從根本上改變了目前基於蘋果設備對用戶數據的追蹤來投放廣告的模式。”
本月早些時候,羅森布拉特證券由於認爲蘋果的新隱私政策奪走了Facebook的廣告“王牌”,將該股的評級從“買入”下調至“中性”。
Follow us
Find us on
Facebook,
Twitter ,
Instagram, and
YouTube or frequent updates on all things investing.Have a financial topic you would like to discuss? Head over to the
uSMART Community to share your thoughts and insights about the market! Click the picture below to download and explore uSMART app!

Disclaimers
uSmart Securities Limited (“uSmart”) is based on its internal research and public third party information in preparation of this article. Although uSmart uses its best endeavours to ensure the content of this article is accurate, uSmart does not guarantee the accuracy, timeliness or completeness of the information of this article and is not responsible for any views/opinions/comments in this article. Opinions, forecasts and estimations reflect uSmart’s assessment as of the date of this article and are subject to change. uSmart has no obligation to notify you or anyone of any such changes. You must make independent analysis and judgment on any matters involved in this article. uSmart and any directors, officers, employees or agents of uSmart will not be liable for any loss or damage suffered by any person in reliance on any representation or omission in the content of this article. The content of the article is for reference only and does not constitute any offer, solicitation, recommendation, opinion or guarantee of any securities, virtual assets, financial products or instruments. Regulatory authorities may restrict the trading of virtual asset-related ETFs to only investors who meet specified requirements. Any calculations or images in the article are for illustrative purposes only.
Investment involves risks and the value and income from securities may rise or fall. Past performance is not indicative of future performance. Please carefully consider your personal risk tolerance, and consult independent professional advice if necessary.