The ability to run hyper-personalised and trackable campaigns is becoming difficult for marketers across the advertising industry. We are seeing an increasing number of organisations introducing more boundaries concerning privacy for consumers to give them enhanced control over their online data.
The iOS 14 changes are a positive move for the digital consumer – rightly so, but they could result in a less personalised advertising experience. Marketers could struggle to understand their consumers’ behaviours and build a data-driven customer journey without the trackable data. Let’s look at what the latest iOS 14 changes are and what they could mean for marketers.
What are the changes, and what do they mean?
- Opt-in: Each app and website connected will require consumers to specifically opt-in to digital advertisers collecting their data. The consumer will have two options on the prompt: Allow Tracking and Ask App Not to Track.
- Regulation: Apple’s App Tracking Transparency (ATT) Framework will regulate the new opt-in prompt. If consumers choose to opt out, advertisers can’t track their behaviour and collect particular amounts of data.
- IDFA: The unique device identifier will also require customers to opt-in when launching the Facebook app for the first time. If customers were to opt out, online advertising could be less effective for marketers and less invasive for consumers.
- Event campaign limitations: The number of events that marketers can run during a campaign has also become limited to eight per campaign. Facebook will automatically pause the campaign if you run any more than the new limited amount. Aggerated Event Measurement and the optimisation of your event campaigns is critical here.
- Shorter attribution window: Another change with Facebook will see the campaign window reduced from twenty-eight days to seven days. Optimisation and targeting will be vital again as marketers will only have a week to track and collect data from online consumers (if opted-in).
The iOS 14 changes will give digital advertisers a reduced understanding of whether their target audiences are seeing personalised and tailored ads, ultimately making it difficult to determine the success of their campaigns.
The amount of data marketers can collect and analyse for their campaigns will also be limited should consumers opt-out of tracking and the IDFA. The question will be how marketers can strike a balance between preserving their consumers’ privacy and implementing data-driven marketing campaigns?
We are ready to help adapt to the latest changes in the advertising space! You can read more about Aggregated Event Measurement and delve deeper into what the iOS 14 changes could mean for you as a marketer. Digital Playmakers can help you as digital specialists with expertise across performance marketing and data-driven campaigns. Reach out today to secure your future success in an ever-changing digital ecosystem.
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