ATT can benefit advertisers on Facebook

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 07, 2021, 3:56 AM UTC

To hold advertiser interest and provide value to them, Facebook will strategise to improve UX, with App Tracking Transparency (ATT) now functional.

Following ATT’s launch, Facebook’s reactions to it might suggest that ATT is detrimental to advertisers on Facebook. This however may not be completely true given the benefits ATT will provide to advertisers on Facebook.

ATT’s presence lets brands cut through the advertising noise that has grown on the platform in the last few years. This would mean reduced ad competition, fewer but more relevant audiences and potentially lower costs on CPMs and CPCs.

Ad targeting on Facebook could be of a higher quality as brands will now reach audiences with real buying intent given that they’ve opted-in. A smaller pool of relevant audiences on Facebook could drive brands to seek out low-cost, high-return, additional channels to build brand awareness and gain reach organically.

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