Digital retailers, the day has come.
Today Apple has officially announced the launch of iOS 14.5, which includes new phone unlock features for people wearing face masks, a number of updated voice options for Siri and this:
Yes, Apple’s controversial new application tracking requirements are now being introduced on all iOS devices.
As he explained Apple:
“Transparency of application tracking requires applications to obtain user permission before tracking data through applications or sites owned by other companies to advertise or share data with data intermediaries. Apps can ask the user for permission, and in Settings, users will be able to see which apps have requested tracking permission so they can change their choices at any time. “
The change has been evolving for some time, and Apple was the first to announce the upcoming update June last year. Since then, various companies have expressed opposition to Apple’s new approach, highlighting the significant impact it could have on digital marketing and reducing the effectiveness of online ads.
Facebook launched a public campaign, including a variety of full-page newspaper ads, which Apple set as a villain, and the change has increased the cost of digital ads for small businesses, at a time when they can least afford it. But Apple’s view is that this change puts more control in the hands of individuals, which it should be – and with the broader shift towards providing greater transparency and control over user data, in all respects, Apple’s incentives make a lot of sense.
But as a consequence there will be impact. Facebook has published a lengthy list of changes which produces as a result of launching iOS 14.5, while TikTok is also shared an ad impact overview. Other platforms were sharing information about the upcoming change months and stating how partners can be prepared for advertising.
The hard part is that no one knows exactly what the effects will be, because it all depends on how many users choose to opt out of monitoring data when new responses are shown to them. Industry estimates suggest that the vast majority of users will check out anyway early experiments they indicated that this may not be as significant as anticipated.
But in any case, there will be an impact. With the new guidelines coming out today, it’s worth keeping an eye on campaign performance and noticing significant shifts, while companies should also update their data collection procedures to minimize potential losses.