What is iOS14 & Why does it matter?
As part of Apple’s updates to the newly rolled out fourteenth version of their operating system, they have added updated privacy protection options for all Apple device users called “AppTrackingTransparency”. This new privacy protection update requires users’ permission to “track”. Tracking refers to the act of linking user or device data collected from an app with user or device data collected from other companies’ apps, websites, or offline properties for targeted advertising or advertising measurement purposes.
How will this be affecting digital marketing campaigns?
As more people opt out of tracking on iOS 14 devices, ads personalization, audience sizes and performance reporting will be limited for both app and web conversion events. Fortunately, we utilize Facebook Ads as an upper-funnel tactic as part of a holistic digital marketing approach. Therefore, we expect to be minimally impacted compared to other industries.
With more individuals opting out of tracking on apps, there is a possibility we will push more impressions to websites. We could see a decrease in our retargeting audience as we will not be able to serve to those who have opted out of app tracking.
DIGIBLE to the rescue: Steps the Digible Team is taking to mitigate impact
Domain Verification – By verifying domains it signals to Facebook that we are running ads approved by your business and allows us access to iOS14 data. There are several means to verifying your domain and your Digible Account Managers can assist in identifying which method is right for your property.
Aggregate Event Attribution – With domain verification, iOS14 users will move to a 1 day click/1 day view attribution window (compared to 7 day click/1 day view for non-iOS14 users). Without domain verification, we would not be able to gather any data for iOS14 users.
Geofencing – Using Identity Management platforms we will be able to ensure our geofencing campaigns continue to run and pace in full.
What comes after iOS14? iOS15 coming Fall 2021….
iOS15 will be rolled out Fall 2021. The tech world predicts that iOS15 will come with more privacy updates including the potential of hiding email open rates and email recipients’ IP addresses from advertisers. Stay tuned for Digible iOS15 updates and strategy!
Is that all? Almost….
Google has announced plans to stop using tracking cookies on its Chrome browser by 2022, replacing them with a group profiling system. In the past Chrome, used third-parties cookies to track users across the web. Cookies are small files stored by web browsers such as Chrome to retain information between users’ browsing sessions. Google’s new system for Chrome will abandon cookies. The browser will instead use a user’s recent browsing history to generate a “cohort identity”. Cohort identities will group users by their represent interests based on web activity.