In our last article we discussed how the elimination of 3rd party cookies will affect digital marketing strategies. Internet browsers Safari and Firefox have already eliminated 3rd party cookie tracking. Google’s Chrome browser will block 3rd party cookies by 2022. With all of these browsers eliminating 3rd party cookies, tracking customer behavior for digital advertising purposes will become a thing of the past and advertisers will have to adapt to new targeting methods, perhaps even creating breakthrough techniques.
The next major change to better protect user privacy regarding ad targeting was supposed to come to Apple devices, including the iPhone, iPad, and Apple TV. Announced in June, Apple stated that privacy is a “fundamental human right” and the release of iOS 14, the newest software upgrade, would require apps to ask user permission before they can collect and share data, often used for advertising purposes. This would most likely have a larger effect on apps that are within an overall “audience network” versus apps, such as Facebook, which have the ability to utilize their own targeting within their specific apps. Facebook and Google’s audience networks include app partners (other apps where ads are shown that can collect revenue by providing ad space for Facebook and Google ads).
To better illustrate, analyst Michael Pachter describes:
“…investors clearly think that the competing ad networks run by the likes of Snap and Twitter are going to be put at a disadvantage while titans like Google and Facebook charge ahead.
Currently, if an iPhone user looks at an item on the Amazon app, then looks it up on the Best Buy app, advertisers know that someone is shopping around. So they could deliver a promotion to that user, Pachter said. Once iOS 14 is released, that won’t be possible unless users opt in.”
Because Facebook has its own network of systems, they will not likely be affected by the Apple update.
Apple announced a delay in the release of the anti-tracking update in iOS 14, instead saying that portion of the update will be released in early 2021. Though, this is not a sign that Apple is having second thoughts about anti-tracking, it will give Facebook and other app advertisers more time to evaluate and determine their next steps to work around this update. One recommendation from Facebook is for app advertisers to create a separate ad account devoted to iOS users. From a general business standpoint, we can probably expect that ads will be limited on audience networks and therefore will heavily rely on the direct networks of Facebook and Google. Advertisers also might want to set up different campaigns that target specific devices moving forward.
iOS 14 was released today (September 16, 2020) without the privacy update. Since there is still some time before this portion of the update is released, everyone is just going to have to find a way to adapt.
If you have a concern about the future of your digital marketing efforts, especially as it pertains to upcoming system and policy changes, our marketing experts and Brand Ranch Media want to speak with you! Our phones are open to your calls at 713-309-6380 or go ahead and reach out through our online contact form.