After a privacy policy change at Apple, marketers are migrating their direct-to-consumer strategies over to TikTok and LinkedIn and away from Facebook and Instagram, The Wall Street Journal reported June 6.
Apple’s privacy changes hurt the ability of marketers to carry out targeted advertising and measure the results from it. As a consequence of the change, advertisers are looking beyond Meta and Apple and adjusting their marketing strategies. Many are looking to explore the new markets offered by TikTok and LinkedIn, which many advertisers neglected for Meta-based companies.
"It is just going to take longer to get there, and you’re going to have to risk more dollars on inefficiencies," said Matt Gehring, chief marketing officer of telemedicine company Dutch Pet.