Apple has decided to allow individuals to decide for themselves whether to accept or decline its monitoring system advertising features. Then, starting with iOS 14.5, apps will be able to require individuals to give consent when requesting access to IDFA (Identity for Promotion). (9to5Mac)
With the rapid advancement and development of digital promotion, platforms are evolving to fit the needs of each customer and business. Apple’s latest version of iOS has significantly changed the best way to create, track and contact ads. Of all of Apple’s new features in iOS 14.5 on iPhone and iPadOS 14.5 on iPad, the most necessary are undoubtedly the new privacy settings and guidelines for apps that need to store information about people’s behavior. Dubbed “app control transparency,” this is Apple’s answer to its long-standing assurances to strengthen user privacy. Apple has decided to let people decide for themselves whether to accept or reject advertising features on a device. As a result, starting with iOS 14.5, apps will be able to require a person to give consent when requesting access to an IDFA (promotional identifier).
So what is an IDFA (identifier for advertisers) and how does it work? It could be a key component of digital promotion in 2021. In a nutshell, the IDFA receives advertising IDs from publishers and matches them to IDs generated by attribution software. The IDFA is then assigned to the author to optimize the effectiveness of the marketing campaign. This means you can target, track and retarget.
With IDFA, you can also, among other things
- Target customers who have already interacted with you but have not responded in a while.
- Create audiences and target those who have abandoned their cart, inviting them to make a final purchase.
- Manipulate different options to make life easier for advertisers.
Google, Apple’s direct competitor in mobile working technology, has decided to work with Apple to remove the monitoring option from iOS apps using IDFA, which FB strongly opposes.
88% of iOS 14.5 users worldwide reject monitoring
Apple’s version of iOS 14.5 will go into effect on April 26, 2021. On an individual level, this replacement seems consistent. The numbers are clear. The key number, according to Flurry, is that only 12% of people agree that apps should allow constant access to their information and come with ads. Note that since iOS 14.5, when downloading or updating a utility, permission is now requested before it can track your movements. Now that they have a choice, most customers seem to say no. The survey was conducted using a consultation model with 5.3 million customers worldwide.
How has iOS 14.5 changed the relationship between advertisers and Internet users?
Internet users can now choose whether or not to consent to third-party tools (such as Google and Fb) matching their usage.
This change could pose a significant risk to the information collected by Fb. If you opt out of sharing your information, your statistics and conversions will not be collected directly by Fb, but will pass through Apple’s servers, which may filter the information before sending it to Fb. Such filtering may limit opportunities and conversions.
While it’s not clear, it seems that advertisers will still be able to segment specific campaigns using demographics and geography, but it may be worthwhile to convert a large number of ads into more targeted campaigns (such as those based on “age”). It can be interesting to convert a large number of promotions into more targeted campaigns (such as those based on “age”). Part of the concept is to increase the personalization of campaigns by focusing on non-traditional parameters to compensate for the lack of audience structuring.
This replacement will change the way advertisers optimally target their audiences and recognize conversions. The severity of this impression is not yet clear. But with the expectation that most app customers will simply take a pass on privacy, small businesses seem to have the most difficulty with their advertising methods. This will determine if they can reach a completely different audience at a lower cost than before. The big players may also be affected, but their impact will be mitigated as many have larger budgets to deal with this.