Blake Beus  0:00  I've heard this term float floating around zero pixel tracking,

Greg Marshall  0:03  or as you call it, zero pickle,

Blake Beus  0:05  zero. I'm full of it today, everything zero pickup pixel tracking. And I like I like that term. And it's something we've actually talked about, we didn't have this catchy term, sure term for it. But let's, let's take a step back and talk about the problems with iOS 1415. And upcoming 16, I believe, and why that's relevant. So what what, what problems did iOS 14 put in place that everybody freaked out about? Yeah, as advertisers, so

Greg Marshall  0:41  basically, you know, you just couldn't track as accurately anymore. And there was just so many targeting options taken away. So much data collection taken away, the reporting is way off. And because of that, that does impact advertisers spending, the confidence of how well your ads are doing. A lot of it can be psychological, if you're not looking at your actual numbers, and just, you know, change, people hate change. And I think iOS really put, you know, really put advertisers, businesses marketers in a tough spot, at least for a little bit, because of how everything was done in the old days, right, when the wild wild west of targeting and tracking and just plugging, there's just so many more steps now you have to do to try to get cleaner data. Yeah. So that's basically what happened.

Blake Beus  1:34  Yeah. Yeah. And, you know, I know, people tend to dislike change, or change throws people off. But especially in the advertising world, I feel like when change happens, it's, it's, it's a huge opportunity to level up, because, you know, some advertisers are not going to put the extra effort in to, to learn the new, learn the new way things are working, right, live live in the new world. And so they're gonna fall behind and new, you know, advertisers that are willing to be a little bit scrappy, and try new things, and whatever can contend to get ahead. Yep. So one of the things, you know, zero pixels. So I guess I'll talk really quick about the pixel just to give people a background and why zero pixel is even a thing. So how it used to work is you could install this tracking pixel on your website. And the tracking pixel was literally just a one by one pixel image, a lot of people don't realize that that's all it was. But when when the browser would load that image, you could also append some additional data, like which click ID they used when they clicked on the ad, or the browser ID of the person. Or if you've previously identified that person, you could even pass their email address and some other things back into Facebook system, or Google system, or whatever. And so you could connect the dots between data and events that happen outside of Facebook, we'll talk specifically about Facebook, outside of Facebook, you could connect the dots with what happened with a specific Facebook user and some things along those lines. And that was great for advertisers because we could track this person was actually the person that bought this thing, this person in Facebook world was the person that bought this thing over here, you could report that back, your ads reporting was nice, you could see how much you spent, how much you made, the dollar amount, amount, how many sales you had, or how many leads you had, and it was great. When iOS 14 came around, they said we are going to block third party tracking. And what that meant was any stuff that happened outside of Facebook, they're going to block reporting that back into Facebook, and it's a data privacy thing. In the grand scheme of things, most people probably wouldn't be okay with how much data collection Facebook was doing at the time. Maybe not even be that much data tracking they're doing now. But it was good for advertisers. Yeah. So when they did that mobile devices make up? I don't know why on it on most websites, I look at these days, I would say mobile iOS devices make u