Apple’s iOS14 update is poised to cause significant changes to advertising within mobile apps. Conversion marketing on Facebook and Instagram are slated to be most affected as previously-available targeting, optimizing and reporting techniques will be restricted by limiting access to consumer data.
The latest iteration of Apple’s operating system will include three new app policies:
- Data Nutrition Label: All apps must submit information about their app’s data collection practices via Apple’s App Store Connect.
This means apps will now have to reveal information about their privacy practices up-front, including any third-party integration. This will allow users to learn about some of the data types the app may collect, and whether that data is linked to or used to track them.
- Tracking Transparency Prompt: App Store apps (including Facebook) must ask users for permission to track them across third-party apps and websites through Apple’s App Tracking Transparency (ATT) Framework.
Basically, a prompt will pop up asking the user if they will allow the app to track their activity across its platform and other websites. The user can then select either to, “allow” or “ask app not to track”.
- Tracking via App/Browser APIs: Facebook and other platforms will need to use a new framework that restricts, aggregates, and delays event reporting.
Facebook has taken a vocal stance against these policies, stating that personalized advertisements and user privacy can coexist. Apple’s CEO Tim Cook had this to say,
Their plan was not to use Apple’s Tracking Transparency Prompt, however, this would have blocked Facebook from the App Store; and hence, Facebook had no choice but to participate in order to continue to support users and businesses that rely on their services. Facebook stated,
“While limiting how personalized ads can be used does impact larger companies like us, these changes will be devastating to small businesses.”
Apple’s changes are set to disrupt the in-app media landscape by making it much harder for businesses to personalize advertising. There is no doubt that more info will continue to be released around the topic and advertisers and agencies alike will need to pivot their strategies accordingly.
If you are a brand or agency and would like more information on how the iOS14 update will affect you, please reach out to us at info@Socialtyze.com. We would be happy to help.