privacy vs. personalization: iOS 14.5 plans to increase ad tracking transparency
March 30, 2021
As Apple prepares to make ad tracking an opt-in selection for users with their next update to iOS 14.5, advertisers must prepare for the changing ways they will be able to track and report on their campaign success.
What is changing?
Apple users will be prompted for their consent to be tracked before apps can use their Identifier for Advertisers (IDFA) for third-party ad tracking. Once iOS 14.5 is installed, the App Store will provide more detail around app privacy, tracking data and linked data when users download new apps, and will incorporate an in-app opt-in prompt to track user permissions. These changes will allow users to make a more informed decision about sharing their data for advertising personalization and tracking purposes. Prior to the upcoming iOS update, users had the option to opt out but were required to go digging into their settings to make this choice.
What does this mean for advertisers?
While it’s hard to know how many users will choose to opt out of sharing their data in exchange for more personalized ads, advertisers must prepare for the possibility that a significant portion of users will choose not to be tracked. If that happens, it will prevent advertisers from tracking and reporting on user behaviors in the same ways they have in the past. There will simply be less user-specific data available to optimize campaigns and reduced conversion visibility for many digital and social ad platforms. Ultimately, only time will tell what impact opt-outs will have on advertising efforts.
What can advertisers do to stay connected with their online audiences?
Consider these four tips to stay connected with your online audiences as privacy laws and regulations evolve.
Keep a close eye on your digital campaign results. Be prepared to make real-time adjustments as you learn more and better understand how this update affects your campaign success.
Build out permission-based contact lists for your customers. Maintaining your own database of first-party data will allow you to continue (or begin) communicating directly with your current and prospective customers.
Personalize your marketing communications. Use key information you know about your prospects and customers to provide them with the most relevant and valuable information.
Double down on your search engine optimization (SEO) efforts. Allow search engines to drive more traffic to your website by creating high-quality, keyword-rich content that helps identify solutions to problems current and prospective customers are searching for.
Interested in learning more or need support optimizing your digital channels and campaigns? Contact Julie at firstname.lastname@example.org.