Apple decimated Meta’s adtech empire. Now, it’s honing in on its advertisers – MarketWatch

Apple decimated Meta’s adtech empire. Now, it’s honing in on its advertisers – MarketWatch

In terms of Silicon Valley feuds, you’d be hard pressed to find one that’s spicier than the years-long battle between Meta and Apple. Meta Platforms CEO Mark Zuckerberg started steering his company toward virtual-reality tech, and now Apple CEO Tim Cook has made it clear he’s gunning for the same. Meta’s Facebook recently started testing out encrypted chats, a domain that Apple has dominated for years. 

Facebook is a company that historically hasn’t shied away from sharing user data with countless third parties. Meanwhile Apple
as its own glitzy ad campaigns constantly remind us, is the one tech company that doesn’t spray your data across the web.

And, of course, there’s Apple’s recent privacy changes to its operating system that wiped out an estimated $10 billion of revenue for Meta
At the same time, the advertisers that relied on the long-established tools on Facebook and Instagram were left without the data they long relied on for their businesses.

In the year since Apple CEO Tim Cook denounced ad-based business models as a source of real-world violence, Apple has ramped up plans to pop more ads into people’s iPhones and beef up the tech used to target those ads. And now it looks like Apple’s looking to poach the small businesses that have relied almost entirely on Facebook’s ad platform for more than a decade. 

MarketWatch found two recent job postings by Apple that suggest the company is looking to build out its burgeoning ad-tech team with folks who specialize in working with small businesses. Specifically, the company says it’s looking for two product managers who are “inspired to make a difference in how digital advertising will work in a privacy-centric world” and who want to “design and build consumer advertising experiences.” An ideal candidate, Apple said, won’t only be savvy in advertising and mobile tech, and advertising on mobile tech, but will also have experience with “performance marketing, local ads or enabling small businesses.” 

The listings also state that Apple’s looking for a manager who can “drive multi-year strategy and execution,” which suggests that Apple isn’t just tailing local advertisers but will likely be tailing those advertisers for a while. And considering how some of those small brands are already looking to jump ship from Facebook following Apple’s privacy changes, luring them off the platform might be enough to hamper Meta’s entire business structure for good, ad-tech analysts said. 

“If you talk to any small business, they’ll tell you, ‘Yeah, right now is a disaster,” said Eric Seufert, one analyst who’s been following the battle between Apple and Facebook evolve for  years. “It’s just a meltdown. There’s been a complete, devastating change to the environment.” 

Is Apple’s Tim Cook stealing a page from Facebook’s playbook?

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‘What goes around comes around’

Zuckerberg has said (over and over again) that Apple’s move …….


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