How Apple’s iOS 14.5 version may affect advertisers

Imagine this: you have a successful online store and you have a sleek app that makes shopping a breeze.

Most of your sales come from paid ads on Facebook and Instagram, and your usual process involves re-targeting customers who open your app but leave without buying anything.

The more applications you install, the more sales you sign up for. This process is seamless, as you can track user activity in your applications and optimize your advertising costs when you see what’s working and what’s not.

However, with this week’s release of iOS14.5, the data collected from your Apple mobile devices will change. Here’s how.

Apple’s new privacy policy

Apple is confirmed that with the launch of iOS14.5, there is also a change in Apple’s AppTrackingTransparency (ATT) framework, which is primarily its data sharing and privacy policy.

Apple now requires that all mobile app advertisers be able to allow users to track their web and application activity.

While it provides consumers with the ultimate in privacy, security, and control over the ads they see on the web and on mobile devices, it is both wait not all users agree to allow this prompt. It could do it more difficult so that companies reach their target audience and serve relevant ads.

From now on, every time an Apple user downloads your app, you’ll be prompted to see if the app is good for following them. In addition, companies with limited Google App user data, such as Google, indicate that ads may do so show poorer performance and productivity than before the change.

While Apple’s turning point may seem shocking, it’s not the first major technology giant to do anything about data privacy. Just in the past year, Google, another major player in the advertising world, has announced that it will drop third-party cookies in Chrome and offer replacement tracking tools, such as its privacy sandbox, after 2022. You can read Learn more about this news here.

What about Apple’s IDFA (Advertiser Identification)?

To better understand what’s going on with Apple’s update, we’ll take a moment to learn about Apple’s advertiser identifier (also known as IDFA). IDFA is associated with each Apple device and is used by advertisers to identify users.

The IDFA code is usually visible to advertisers and allows them to re-target consumers. It is now only offered to advertisers if users give them the ability and permission to track their use in applications.

Apple has offered to prepare the owners of the application instructions To get proper tracking permissions on your website:

“You must also include a goal string in the system prompt explaining why you want to track the user. If you do not receive permission from the user to enable tracking, the device’s ad ID value will be all zeros and you may not track them.” Apple explains.

How it affects MMPs (mobile measurement partners)

Traditionally, MMPs have been able to retrieve data from mobile applications and provide data such as installations, views, and ad clicks in an organized and comprehensive manner. They provide advertisers with an idea of ​​where their consumers are coming from and what the mobile campaign results are on their platform. Changes to ATT may reduce their ability to access all of it.

However, some MMPs, lfor example, AppsFlyer, rely on Apple’s SKadNetwork for an overview for their mobile advertisers.

SKadNetwork is a secure way for MMPs and advertisers to understand application installations and campaigns without associating those installations with specific user identities. Apple coordinates this assignment, and while using SKadNetwork is a good alternative, it does not consider attribution through viewing and provides data only 24 to 28 hours after first launch.

An early response to Apple’s Privacy Pivot

As you can imagine, this new update has created a wave throughout the mobile advertising ecosystem, and brands like Facebook have already responded.

“Apple’s policy prohibits the collection and sharing of certain data if people do not wish to be tracked on iOS 14 devices. As more people opt out of tracking on iOS 14 devices, ad personalization and performance reporting is limited for both the app and web conversion events, “says Facebook for businesses statement.

Meanwhile, Google, which has also taken its own privacy initiatives, offered information for developers and advertisers about how the change will affect them, also reminding readers of the importance of user privacy:

“At Google, we have always put users and their privacy first. Transparency, choice and governance are the foundation of our users’ commitment, and advertising is no different. We remain committed to maintaining a vibrant and open application ecosystem where people have access to a wide range of ad-supported content. respect for their privacy and choices, ” Google Post explains. “That’s why we continue to invest in privacy-preserving technology, including bundled and in-device solutions – like what we’re developing for the web with ecosystem partners in a privacy sandbox.”

Quick tips for navigating Apple’s privacy changes

While this change is likely to affect your current ad campaigns, and the magnitude of its impact is still somewhat uncertain, there are a few areas you can still rely on to optimize your content for the right audiences:

  • Don’t forget Android campaigns: The iOS 14.5 update only affects Apple devices and users, so you can still segment and target your audiences by Android users.
  • Turn to your website: Use your website’s tracking capabilities or analytics tools to understand where your visitors are coming from and build audiences based on those visitors.
  • Increase organic effort: take a closer look at your organic social media and content strategy. Then use this data to strengthen your brand.

Although the times ahead are uncertain and may not seem so ideal for marketers and advertisers, the sector is likely to grow and find opportunities to reach potential customers. If Apple releases this update, we’ll be keeping an eye on advertiser responses and will continue to update this post in the future.

Waiver: This blog post is not legal advice for your business to use when complying with data protection laws such as GDPR. Instead, it provides background information to help you better understand current privacy changes. The tips provided are not the same as legal advice, where a solicitor will apply the law to your particular circumstances, so we require that you consult a solicitor if you want information on the interpretation or accuracy of this information.

In short, you cannot rely on it as legal advice or as a recommendation for a specific legal understanding.

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