Advertisers are fretting about how Apple’s policy will limit campaign measurement and attribution, especially on Facebook.
The change could wipe out as much as 7% – or $5 billion – of Facebook’s total revenue in the second quarter of 2021, estimated mobile consultant Eric Seufert.
There’s opportunity for others as marketers lean more on first-party data like email addresses and look for help solving issues like measurement and identity. We identified 12 companies best positioned to ride out Apple’s privacy changes.
Meanwhile, As Apple tightens the screws on ad tracking, it’s preparing a new ad format of its own. Its Suggested Apps ad format opens up a potentially lucrative new revenue stream as other tech platforms like Facebook and Snap, have said Apple’s changes could hurt their businesses.
Apple has made privacy central to its brand. Nevertheless, a 2015 iAd pitchdeck obtained by Insider shows how it was happy to promote personalized advertising on the back of iTunes data, including segments such as their age, gender, and past interactions with ads.
Instagram’s new creator tools
New monetization features are pivotal for Instagram and Facebook as they compete for creators with platforms like YouTube and TikTok.
Sydney Bradley got the details on new ways the companies are trying to help creators make money, including:
Putting more resources toward creator shops and commerce using Instagram’s shopping features.
Introducing native-to-Instagram affiliate-marketing tools that will let creators “get a cut” from the sales they are driving on Instagram.
Sean Czarnecki caught up with the new US chief of Edelman, the world’s biggest PR firm. Ross, the first Black woman to lead a major PR agency, is charged with overseeing the firm’s biggest regional business and bolstering its diversity efforts. From his interview:
Hiring is not the problem. Retention is where we struggle in terms of creating a culture where people feel like they belong and can contribute and don’t have to code-switch.
I also think sponsorship is important. We have recently been more intentional about conducting talent reviews to help identify career paths, promote from within, and provide additional opportunities for exposure and learning.
While we focus on all employees, it is important to ensure specific focus on areas where we need to increase representation.
Business Insider has been tracking all these trends at some of the largest PR firms including Edelman, Weber Shandwick, and Sard Verbinnen, and rounded up our coverage, including the hot practice areas that are boosting firms’ revenue, how to get hired, and compensation.
Below are resources to guide people looking to learn about the industry, grow their existing PR businesses, or break into the field.
Firms are gearing up to take share from other industries
Some firms are also gearing up to take market share from advertising and management consulting companies, arguing that they can help clients deal with crises and promote brands while people may not be receptive to traditional advertising.
Among the most aggressive in this area is Edelman, which has built a 600-person staff of creatives including adland vets like Leo Burnett’s Judy John and McCann’s Lee Maicon to expand into advertising services.