Apple’s new iOS 14 update brings several exciting changes for users. However, some of these changes are going to impact advertising in a big way. As new updates are released, it’s important to stay up to date with the changes as well as how they may impact your company’s ability to reach consumers with your brand. If you’re wondering what Apple’s iOS 14 release means for advertising, here’s what you need to know.
What Is Apple’s iOS 14 Update?
While there are several key aspects of Apple’s new update, perhaps the most relevant to this article is that users will now be given the option to block the identifier for advertisers (IDFA) at the app level.
Essentially, this means that the iOS 14 update will necessitate that apps ask users for permission to collect and share their data. Apple has always made it a point to protect user information and has marketed itself as one of the most secure companies available. This change is just another step to protect their users.
What Apple’s iOS 14 Release Means For Advertising
Advertising generally thrives off of user information. Targeted ads targeting specific markets are both ways that advertising makes the most out of the information it receives. However, while users have always had the ability to opt-out of data sharing in their settings, many consumers weren’t aware of the option, or simply didn’t take the time to go in and switch their settings.
This new update will put the choice in front of them, forcing them to make a decision, and therefore making it that much easier to turn off data-sharing, thus taking away a valuable source of information for advertisers.
One study showed that before the update, about 70% of IOS users share their IDFA with app publishers. But after the iOS 14 update, it was estimated that this number would drop to 10% to 15%.
These numbers are staggering and don’t bode well for those who draw in traffic through this information. Thankfully, there are a few steps you can take to prepare yourself for these changes and ensure that you continue to reach your target audience with news of your brands and products.
What Can You Do To Prepare?
Since these changes will greatly diminish the info received from app tracking, advertisers with the strongest first-party data will likely have the advantage. You can prepare for this new environment by striving to develop relationships with your consumers that will encourage them to opt-in for tracking and information.
Currently, there is a lot left unknown as far as how these changes will affect the advertising industry. However, there are currently multiple solutions in development that will serve to help keep digital advertisement thriving while also protecting the privacy of consumers.
If you’re uncertain about how to proceed due to the many changes currently taking place, consider reaching out to a digital marketing agency about how you can continue to reach your target audience. There are experts who make it their mission to help you and your company succeed online so you can focus on what matters most, running your company!
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