This may be one of the more interesting stories to break BECAUSE it’s one of the first stories being told about a possible impact of what the iOS 14.5 update has done on a business like Casper.
TechCrunch reports in their story, “Casper cuts its CMO, CTO, and COO amid further layoffs,” the following which is a very interesting part of these layoffs.
“One founder in the direct-to-consumer space, who spoke on the condition of anonymity due to her lack of direct knowledge with the company, said that Casper’s layoffs could also be a response to iOS 14.5, Apple’s latest software that will crack down on apps that track users’ data without permission. The setting restricts the advertising data that companies can access, making it harder to justify budget and understand the efficacy of their sales strategy.
“Performance marketing through paid channels, specifically Facebook and Instagram, is wonky right now,” the person said. “So, if they were really reliant on that channel that could be something that is affecting their sales.”
While I’m sure the recent layoffs has more to do with restructuring of the business, leadership problems, and a company that has unnecessary very expensive retail space (in my opinion,) it’s the first time you read about the the impact of the iOS privacy update in a major industry publication.
As it stands, we are ALL affected by this change and customer acquisition is only getting harder. It’s still early in the game but this is the most interesting space to watch to see who can navigate, survive, and thrive in the current landscape.