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November 9, 2021

A Letter From Jebbit's CEO: November 2021

Tom Coburn

To our amazing customers and partners,

I’m sure many of you have been tracking the headlines since Friday, October 22nd when we saw a $150B+ drop in market cap in a single day across the major social platforms. This drop was a direct result of Snap releasing their Q3 earnings where they reported a miss on revenue targets and cited the Apple privacy changes that had gone into effect a few months earlier as the main culprit.

As the dust has now settled a little bit, I wanted to reach out to you to share our perspective on what is currently happening in the industry and what you can do about it.

With a little over a week having passed now and the earning reports of the other social platforms being released, I think we can all agree it’s clear that these Apple privacy changes are significantly disrupting our industry. And this doesn’t even account for the changes that will come next year when Google follows through with their plans to deprecate third party cookies.

The social platforms, many of whom we are proud to partner with at Jebbit, are working hard on their response to these changes, rolling out improvements to their targeting and measurement capabilities.
The people feeling the most pain right now are the brands who rely on these platforms (and others) as significant advertising channels. We’re hearing many reports across our customer base from both small and large brands where (like in this Wall Street Journal article) their cost to acquire new customers has skyrocketed to rates 5-10X what they used to be before the Apple changes went into place.

So, what does all this mean for you? What are our predictions for what will happen next? What can you be doing now to ensure your brand thrives post Apple and Google changes?

Our advice:

  1. The brands who build the most valuable sets of their own 1st part data will win
  2. Social platforms and ad networks will continue to lean into enabling brands to bring their own 1st party data to the table to improve campaign performance

We’re already seeing dozens of our brands test this and the results are pretty incredible.

Here’s how it works:

  1. We align on 2-5 data points they would love to be able to use to seed an audience for better targeting (often we brainstorm a few different potential audiences)
  2. They run a Jebbit quiz (or other experience) to capture these 2-5 data points
  3. We set up an AB test where we use the Jebbit data to create audiences, and run that against the standard targeting on these platforms

In our testing with Facebook alone, on average our customers are seeing a 5X lift in click-through rate using audiences that are seeded with 1st party declared data from Jebbit vs. standard interest based targeting.

If you’d like to learn more about this use case, reach out to your account representative.

Always feel free to reach out to me with any questions, comments, concerns, ideas, etc! I love hearing from you!


Tom Coburn Signature

Tom Coburn

CEO, Jebbit


Tom Coburn

Tom co-founded Jebbit, building the world’s first declared data platform that enables marketing and sales teams to create beautiful, mobile experiences aimed at capturing the most important consumer data an enterprise needs.

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