Apple’s decision to restrict Facebook tools which track user activity will limit marketers' ability to target consumers, forcing them to change their approach. McDonald’s Malaysia marketing director Eugene Lee said digital advertising depended on the ability to micro-target consumer sectors. Apple made its move after the Cambridge Analytica scandal. “Consumers are increasingly demanding more transparency and control over how they use online platforms,” Mr Lee said. They also said it highlighted the importance of companies owning their own data, rather than relying on Facebook and Google.
Apple’s decision to restrict Facebook tools which track user activity will limit marketers' ability to target consumers, forcing them to change their approach. McDonald’s Malaysia marketing director Eugene Lee said digital advertising depended on the ability to micro-target consumer sectors. Apple made its move after the Cambridge Analytica scandal. That, and GDPR, have made privacy a central issue, say marketers. They also said it highlighted the importance of companies owning their own data, rather than relying on Facebook and Google.