Dean DeCarlo of Mission Disrupt Discusses 4 Actions Advertisers Need to Take in Response to iOS 14 Privacy Changes
By David
Specifically, Apple will begin to
require that all App Store applications show a discouraging prompt to users on
iOS 14 devices under their AppTrackingTransparency framework. Apple’s policy
will prohibit particular data collection and sharing features unless people opt
to track iOS 14 devices. As more users opt-out of tracking on iOS 14 devices,
ad personalizations and performance reporting will be limited for both app and
web conversion events. When a user installs or updates the new iOS 14 update,
an alert will ask the user to opt-in or opt-out to sharing this information.
What is Apple’s IOS 14 Update?
Apple is currently testing the privacy update
in a beta version of iOS 14, which is expected to roll out to all users in
early spring. Apple has announced changes
with iOS 14 to impact how companies receive and process conversion events from
tools such as the Facebook pixel. Businesses that optimize, target, and report
on web conversion events from business tools will be affected. Apple first
announced upcoming privacy changes last summer, which provided advertisers and
app makers time to prepare. However, this has become a significant point of
conflict for ad-supported companies, as they could lose revenue from the
upcoming changes.
Review 42 reported, 44% of local businesses say they depend on social media to generate brand awareness, and 41% rely on it to drive revenue.
Specifically, Apple will begin to
require that all App Store applications show a discouraging prompt to users on
iOS 14 devices under their AppTrackingTransparency framework. Apple’s policy
will prohibit particular data collection and sharing features unless people opt
to track iOS 14 devices. As more users opt-out of tracking on iOS 14 devices,
ad personalizations and performance reporting will be limited for both app and
web conversion events. When a user installs or updates the new iOS 14 update,
an alert will ask the user to opt-in or opt-out to sharing this information. Tinuiti reported, about 70% of IOS users
currently share their IDFA with app publishers. After this change, it’s
estimated that this number will drop to 10% to 15%.
Apple commented on the update stating,
“Privacy is a fundamental human right and at the core of everything we do.
That’s why with iOS 14, we’re giving you more control over the data you share
and more transparency into how it’s used.”
In response to these changes, Facebook will also start
processing pixel conversion events from iOS devices using Aggregated Event
Measurement. The provided action list will support business efforts to preserve
user privacy and run effective campaigns.
Response Actions for iOS
14 Privacy Changes:
- Domain Name Verification:
This will grant the ability to optimize a maximum of 8 conversion events
per domain for optimization and reporting. Domain name verification
needs to be completed for the practical top-level domain, plus one. - Manage
Preferences: For preferred conversion events,
prioritize up to 8 conversions that drive maximum impact. - Compare
Attribution Models: To
fully understand the impact, compare the new 70 attribution model to the
old. This will help companies better anticipate any changes in the
reported conversions resulting from moving to a 7-day window. - Conversion API: Measure conversions using website servers rather
than only relying on browser-based cookies.
Changes May Limit
Abilities For:
Remarketing
Campaigns: As more users opt-out
of tracking, campaign audiences will become smaller.
Audience
Delivery: Audiences that were
previously created may be affected as ads need data to deliver the most
relevant audiences at the correct frequency.
ROAS
Optimization: Eventually,
predicting and optimizing costs per action …read more
Source:: Social Media Explorer
