This is part 1 of a 3-part blog series on data privacy. Data Privacy is a very hot topic lately and is important for all marketers and brand managers to be mindful of as it will reshape the future of digital marketing and targeting strategies.
The implementation of this policy specifically affects how marketers can track and measure the data of Apple users, most significantly on mobile devices. Before the update, marketers could gather the data of users across channels to put together a well-rounded “image” of the user. Then using the data, they could compile look-alike audiences. This made it extremely efficient to target a mass group of people who fell within the target audience at a very low cost. Without being able to track data across sites and apps, marketers will have to turn to alternate solutions to make sure they are still reaching the desired audience.
There is much uncertainty in how greatly this will impact targeting strategies and performance moving forward, as it is impossible to predict how many users will opt out of tracking. Here are a couple of solutions that can be taken into consideration to overcome this new software update:
- Shift to direct partnerships with publishers that will be able to obtain detailed first party data/results that reflect your digital media performance.
- If your campaign strategy is geared toward mobile, a short term solution until there is a more reliable option is to use Apple’s ad measurement tools like their system, SKAdNetwork. This system shares conversion data with advertisers without revealing the specific device used that completed the action. Results will be given as an overall performance view.
- If applicable, target audiences with Android devices which, now, do not need to provide their consent for tracking purposes. In January 2021, Android made up 72% of the mobile operating systems, worldwide.
All we can do now is monitor the updates and be ahead of the game by taking control of the available resources.
Digilant – Apple’s iOS 14.5 Effect on Mobile Measurement