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On September 16th Apple launched the latest update for its iPhone and iPad users - iOS 14. Every year Apple rolls out a major update that brings some cool features to your iPhone. With iOS 14 your home screen looks different and Siri got a new look. Apple’s Privacy Updates: What it Means for Online Marketing?
One of Apple's biggest USPs is with each update, it brings some significant change to privacy settings as well. With iOS 14 came a huge change in privacy that requires developers to ask for the user's permission to track their activity across other apps before showing them a personalized ad. Now, this update gave rise to a debate. And like every debate, there are some people who accepted and is rooting for this change, and some others are criticizing the change. Now the question of concern is- Apple’s Privacy Updates: What it Means for Online Marketing
After installing the updates, users have shared a few screenshots that are surfacing the internet. Apparently, when you open an app it asks your permission to track your activities over other companies' apps and websites. It also shows below in fine print that the data collected will be used to provide users "a better and personalized ad experience."
Many people feel that this change was long due. It should be in the hands of the users to be able to see what they want to see. Apple stated that they believe privacy is a fundamental human right and they want to make it transparent for people to see what is happening with the data they share. While this change in privacy indicates that users won't be bombarded with random advertisements, but for marketers, it means changing the way they used to target audiences to show their ads.
Previously, an advertisement could have been targeted at people visiting certain websites or installing apps. Google or Facebook used to show ads to the people based on these interests. To this date, IDFA (Identifier for Advertisers) was assigned by Apple to every user’s device. Without sharing a person's personal information, IDFA tracked the activities of the user. These activities helped to customize ads for each user. IDFA is also able to track which advertisement the user clicks, whether its a mobile campaign or pay per click ad.
Advertisers could target and retarget their ads. If a user clicks on an advertisement, visits the website, the advertiser could retarget the advertisement to the user for him to take a new action. They could also measure the performance of the advertisements. Now, Apple has given users the option to block this identifier and it goes without saying that most people would choose to block the option to share their activities. With users opting out means Advertisers cannot target their audience. It's more like taking a chance, you put up your advertisement and wait for people to click on it. It would be like the traditional form of advertisement when you could not put up your ad only for interested viewers, but for everyone passing by it.
Many people feel it was long due since with its iOS 13 update users were notified when an app was tracking their activity and they could choose from "always allow", "deny access", or "limit its use."
Electronic Frontier Foundation (EEF), the international non-profit digital rights group applauded this decision of Apple and they feel that Android should also walk in the footsteps of Apple. On the other hand, Facebook has launched a campaign stating that Apple's privacy setting change is hostile to small businesses. Facebook has launched ad campaigns, and blog posts that have gained the support of small businesses. However, the EEF has backed Apple and said Facebook's campaign is laughable and what Apple did is a basic fundamental change.
The success of Facebook's ad manager is no secret. Facebook has built an empire around it. People can run ad campaigns that helped millions of small and large businesses to attract traffic. Facebook believes with Apple's privacy setting change in effect, there will be an overall decrease in the performance of the advertisements. Facebook's movement has also made Apple delay its changes. Apple’s Privacy Updates: What it Means for Online Marketing?
Now it is for us to see which turn it takes from here. Maybe with the new setting in effect, not all users will opt-out of sharing their data. Users need to be educated on what this change means for them, for advertisers, and for IDFA.
We Love Digital Marketing is a digital marketing agency in Canada that is aimed to make their client's business stand out. Now you need our help more than ever. We are a team of dedicated expert marketers who are constantly upgrading our skills and strategies depending on what the market requires. We offer services like SEO, Content Marketing, PPC Marketing, Social Media Marketing to get traffic for your website and achieve your marketing goals. We also offer Web Design and Development to give you the ultimate digital presence. Visit our website welovedigitalmarketing.ca to book a consultation with us and start your digital journey.
