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This Summer’s Big Number

by | Jun 17, 2021

The big number of the summer – 96% of US Apple users have opted out of tracking. The winner in Apple’s privacy play is the consumer.  The big loser, Facebook. Apple isn’t the only winner, in our opinion.  Our publisher and agency partners are earning paid social media budget in conversations with local advertisers seeing a drop in their DIY social ads.

Facebook’s Loss is Your Gain

With those opt-out numbers, Facebook’s ability to target consumers based on demographics, interests, and behavior in the app is becoming more limited every day.  Advertisers are open to renewed conversations with publishers because you have a direct relationship with your reader.  And your readers are exactly who advertisers want to reach.

If you haven’t reached out to your advertisers regarding social, now’s the time.

Here’s a suggested pitch email:


Subject: Is Your Social Advertising Working?

With the changes happening at Facebook, we hear from our advertising clients that they are finding Facebook and Instagram’s targeting options limited.  96% of consumers are opting out of sharing data with social platforms.  This means you will no longer be able to target based on demographics, interest, or behavior.

Lucky for you, we have a direct relationship with our readers. With our permission-based marketing, we can help you reach our audience on Facebook or Instagram.  We have also invested in our digital data; we can geo-fence locations around town to target people in social, based on places they have visited.

Let’s set time to talk, and I’ll walk you through it:

  1. Target our readers and subscribers through paid social media campaigns.
  2. Retarget people that have physically visited your location, your competitors, or other places of interest.
  3. Access our reporting, which is more robust and easier to read than what Facebook provides.


Programmatic, No Problem

That giant opt-out number is probably raising questions regarding programmatic too.  Here’s the scoop: for January Spring’s geo-fencing, event targeting, and audience curation, we only need lat/log, GPS data.  We have seen no lasting impact on our ability to target based on device.

While users are opting out of letting apps like Facebook track them, they are opting in for other apps.  According to Fast Company and mobile attribution company, App Flyer opt-in rates vary by category.

Users have been more likely to allow tracking by apps related to:

  • Shopping — 43%
  • Food and drink — 40%
  • Finance — 40%

They’ve been far less likely to opt-in for apps related to:

  • Social networking — 18%
  • Lifestyle — 27%
  • Entertainment — 31%

Want to learn more about the Apple IOS changes? Watch our Make Facebook’s Loss Your Gain with Twenty-First Digital.