In 2021, Apple will require developers of applications for its products to comply with new privacy rules. Facebook and other players, who have prospered by offering a the finest possible advertising targetingare up in arms against these developments.
Indeed, Data protection of users has always been at the heart of the clash between the two giants Facebook and Apple. Since the release of the new update, iOS 14the debate has become heated. Moreover, it is not the first time thatApple and Facebook clash over the issue of confidentiality.
With each iteration ofiOS, Apple improves protection privacy of its customers, and iOS 14, due in early 2021, is no exception. But, what major changes does it make to privacy? How might it impact Facebook and small businesses? And what steps will advertisers need to take in response to this news?
Bottom line, Apple is looking for more transparency. This is reflected in the various measures required by the iOS 14 and more precisely, by the ATT (App Tracking Transparency) functionality. These include:
Request more user permissions to collect data and track their activities on the mobile applications and websites.
Ability to specify what information will be collected by the applications
Ability to use location-based features without providing specific location data.
Apple iOS 14 : Impact on Facebook advertising
With the presence of Internet users who are increasingly skeptical about the concepts of targeted advertisingIt is very likely that the majority of users will refuse to let their data be collected. Therefore, Apple will refuse to transmit the IDFA (Identifier for Advisers) to advertisers. This is a random identifier assigned to each user's device. It is mainly used by advertisers to target their audience and track their activities in order to deliver personalized ads.
This follow-up behavior is crucial for applications like Facebookwhose business model is based on the possibility of creating targeted or even hyper-targeted advertisements on the basis of the data collected. It is not only Facebook who will suffer, but the consequences of such a decision will also be felt, mainly by small businesses. In a recent printed statement denouncing this decision making, Facebook states that without personalized ads, the average small business advertiser will see a reduction of over 60% in sales for every dollar spent.
So, the challenge is major with such a change influencing the way you can deliver ads, measure performance and engage your customers.
What to do about iOS 14?
Advertisers and marketers will need to look for new attribution models to determine the results of their campaigns. In fact, it's critical to review your digital strategyThe following are some recommendations to help you get through this ordeal. Here are a few recommendations to help you prepare for this challenge.
- Check the domain in Business Manager
This action is recommended by Facebook for companies whose pixels are used by multiple business managers or personal advertising accounts. The Facebook pixel allows you to measure customer actions, create audiences and unlock optimization tools. Domain verification will ensure that there is no immediate or future disruption in the ability to set up conversion events.
- Analyze events from devices iOS
This step is important to see how your reports could be affected through the number of purchases, leads and other events made on iOS devices.
- Choose the conversion events
Since advertisers will be limited to using 8 conversion events per domain, you need to decide which ones you will use if you have more than 8. This includes add to cart, purchase, lead, full save and any custom conversions you have set up.
- Working on consent
User consent should be your next priority. After all, if users opt-in, you can get back to almost normal business as usual iOS 14. It will become a real competitive advantage to have high consent rates.
By editing the body of the message asking for consent or rejection of tracking, you can show users exactly how their data will be used and promote the value of targeted ads. You can also test exactly when to trigger the pop-up.
Focus on email addresses
Focus your advertising efforts on getting email addresses so that you rely less on pixel optimization for retargeting. You can do this by using lead generation or conversion ads.
Refining the targeting
Less user interaction data will be available when some Apple users opt out. So, advertisers should create a customer avatar that can determine the audience's interests, age range, gender, etc. You will need to use this avatar to collect more data for targeting as options such as lookalikes become less powerful.
Faced with multiple demands for restrictions on targeted advertising, advertisers are living in an uncertain and ambiguous context. So the only thing they can always count on is adaptation. One of the main characteristics of digital marketing is the possibility to constantly learn, to test, to innovate and to reap the benefits of your efforts. That's why you should try to be trendy, flexible and goal-oriented.