What is Happening?
In fall 2020, Apple launched its most recent iPhone operating system, iOS 14. Their latest version, iOS 14.5 has received much attention for its data privacy improvements. Apple will require that all apps in the App Store to serve push notifications to users on 14 devices to opt-in to tracking. This policy will prohibit some data collection and sharing unless users opt-in on those iOS devices.
Why is Apple doing this?
Recent online privacy laws indicate that tech companies will need to adhere to policies in the future so they’re trying to be ahead of the curve. This update, along with the phasing out of the third party cookie, is geared to make the web more private and secure for users.
What does this mean for advertising?
When Apple users choose to opt-out, the ability to track or target these specific users will go away. This update has general implications of less data coming in as more iOS users decide to opt-out. Since users are prompted on an app-by-app basis, targeting may be permitted at times and other times not. Fluctuations in audience size is expected.
How does this impact social media advertising?
We expect to see a decline in audience sizes for retargeting, interest-based, and lookalike audiences as more Apple users choose to opt-out resulting in a decline in Ad Performance. We expect this trend to be temporary. Facebook is making changes to comply with this update and future-proof its platform by creating a protocol to allow for the measurement of web events from iOS 14 users (limiting to 8 conversion events for optimization efforts), changing the attribution window from 28-day click/28-day view-through to 7-day click, and adding more statistical conversion modeling to aid data insights.
Here are things you can do to help prepare for these changes:
- ***verify your website domain in Facebook Business Manager – reach out to your Client Success Manager or to firstname.lastname@example.org for a step-by-step for clients to utilize
- rely more on first party data collection then use that data to run Customer Match Remarketing or Lookalike Audience campaigns
- use historical data to make predictions
- utilize modeling
Amplified Digital can help clients utilize first party to run campaigns as well as historical data and modeling to make predictions; however, it is necessary for client’s to complete website domain verification directly.
How does this impact Google advertising?
Google is a more diversified ad network so the update is less disruptive to Google campaigns. We don’t anticipate much, if any, change on the search network. However, Google Display, Discovery, and YouTube campaigns that use interest-based targeting will see some data loss and potential performance decline. We expect to see fluctuations in delivery and performance on ad campaigns that run on iOS 14 devices.
We can expect to see smaller audience sizes and lower customer match rates. To help combat these changes, Google is enhancing their modeling of conversion metrics.
Amplified Digital can help clients utilize their first party data to run campaigns as well as historical data and modeling to make predictions to help offset any lost data due to iOS users opting-out.
How does this impact display advertising?
Mobile Location, GeoFence campaigns will be impacted by the update. We expect to see a slight decrease in remarketing and online interests audiences due to users who decide to opt-out. We highly recommend relying more on first party data collection then using that data to run remarketing campaigns or looking at historical data and making predictions about who to target. Much like Social Media Advertising, it will be generally harder to reach and target Apple devices but not impossible.
To adapt to the changes we’re working with our partners on cross-industry identifiers. Furthermore, our partners have assured us that they’ve always been advocates of consumer transparency and control so the changes with Apple fall in line with their core values. They’re able to withstand the changes that’ll occur from this update as their first party data is large enough to take a hit and not be dramatically affected. Location data is being supplemented with complementary data sources that are not MAID-dependent and additional data types are being evaluated. Our Mobile Location tools are real-time, geo-contextual solutions designed to help advertisers reach consumers at the right time using only their location and no persistent identifier.
What can advertisers do to prepare for changes?
Digital marketing is constantly changing and the worst thing to do in this atmosphere is to stay the same. To ensure that you’re ready for the changes that come with this update you can:
- Verify your domain(s) in Facebook.
- Export historical data and make predictions.
- Rely more on first-party data collection.
- Use customer lists and lookalike audiences.
- Utilize modeling whenever possible.
What can Amplified do to assist advertisers during this time?
We are working with our partners to ensure that our campaigns see minimal impact from the update. We will help equip advertisers to focus on the collection of first-party data from audiences where possible, and work with partners who can assist in these efforts by offering ease of audience activation. We will utilize historical campaign data to fuel predictions on behavior and to create remarketing campaigns as well as lookalike audiences.