Apple’s Right to Privacy Haunting Your Marketing Approach?
Who doesn’t enjoy some privacy in their lives, especially when it comes to data collection from their internet-enabled personal devices? In the recently celebrated update 14.5 to iOS, Apple did just that by bringing changes to how privacy works on apps for millions of users. In this day and age privacy is most sought after with many even paying to ensure it. So, we can definitely understand many people would want more transparency regarding their app use. As a user, it would make sense to avoid such tracking of your internet-surfing habits. After all, who wants their personality profile to be shared by businesses around the world?
However, if you are the business owner and would like to know who your potential customers are, you would definitely need to know who you are targeting. This is why this new update to Apple’s iOS privacy changes how things have usually been going. It has become a contentious issue for many businesses, both big and small. Why wouldn’t it be? Tracking user habits after all help digital marketers target the right users for their needs. With this new update however that is all set to change.
App developers had access to powerful tools to track user data from within an app itself, which would be shared with advertisers to broadly identify information about any user. This would allow targeting advertisements better for companies and businesses that focus on specific marketing segments.
What Changes For You As An Advertiser?
This new power provided to ensure privacy for app users is nothing new however on iOS. Prior to the update, users could still access the settings indirectly. With this new App Tracking Transparency (ATT) however, users are allowed the ability to opt-out of this Apple provided Identifier for Advertisers-based tracking. This new update forces app developers to give users the choice to do so.
Prior to the update, around 70% of iPhone app users used to share their data with apps. It has been estimated that the numbers may have dropped as low as 13%. That is definitely a huge dip in the percentage of reach to be excluded from advertising. This has consequences for advertisers across online platforms like Facebook and Google.
What Can Be Done?
Even though the new iOS update has scrambled how advertising is conducted via apps and the web, there is always a way to get through, and we believe that to be true. As it happens, some changes to how ad campaigns are conducted could provide the answer to these new advertising problems.
For Facebook advertisers, it also means the seven-day click reporting won’t actually have any data on users who have opted out. For users who have opted out, only certain data like their highest-priority event will be recorded via a one-day click attribution model. That itself could prove to be problematic for campaign performances.
Privacy is a serious matter for many people around the world. No one likes to be tracked especially on the internet which provides more freedom for people to do what they want. The grim fact is that this is also the most efficient way to help businesses grow. Perhaps the future could enlighten us with a new option to facilitate both the security of users across the globe and the ability to increase the reach of business over the internet. Until then, we will all just have to adapt to these new changes, with the possibility of it being implemented on other platforms.