The Potential Impact of the New iOS 14 Update on Digital Marketing

The digital world has been buzzing recently with talk about Apple’s new iOS 14 update. The focus seems to  revolve especially around the effect it will have on Facebook advertisers and performance tracking. Below is a guide to what you should be aware of.

What Is Involved in the New iOS 14 Update?

Apple’s announcement made in June 2020 outlined new privacy features which are going to change how adverts are tracked and reported.

The new iOS 14 update means that permission will need to be requested when an app is in use as to whether the user allows their data to be shared to Apple’s device identifier for advertisers.

A popup will appear which is not unlike the popups that websites use related to cookie tracking; this will request that the user chooses either to opt-in or to opt-out.

If users do not opt-in to tracking under the new iOS 14 update, certain data collection and sharing will not be allowed.

What Do We Mean by the Device Identifier for Advertisers?

Shortened to the term IDFA, this random device identifier is what Apple assigns to the device of each user; it means that advertisers can track data and then use this information for custom advertising.

One example of the information which can be discovered using this data is the way that users interact to mobile campaigns.

What Will Be the Impact of The New iOS 14 Update on Facebook Advertising?

The means that Facebook uses to both gain and process information from their tools, (for instance Facebook pixel) will be impacted, these tools aid advertisers in tracking conversions.

Life before the update saw IDFAs being available for most users; under the new iOS 14 update, it is expected that few users are going to opt-in which will mean advertisers are only going to have a small number of IDFAs at their disposal. Hence the means by which the business will market itself and gain profits through advertising will be affected.

When Can We Expect to See the New iOS 14 Update Introduced?

A number of update delays have occurred; however, early spring is the timetable that Apple has given for it to be mandatory – in other words, presently.

What Can Advertisers Do?

Apple is yet to provide guidance for advertisers as to the things they must do to meet the new requirements, that being said, there are several steps that advertisers can take now.

A new feature that Facebook has developed is a domain verification process, websites that receive advertising for the platform have to go through Facebook’s ownership verification checks. All websites actually need to do is add a verification code to their website.

The idea that user privacy and customized ads can happily live together is an argument that Facebook defends and they feel that the new iOS 14 update is going to have a negative impact, small businesses being the ones that may be especially vulnerable. Facebook will show the Apple prompt but will also share their own pop-up to give users more details related to custom adverts.

If you accept a Facebook or Instagram promote ads will remain the same, but this does not indicate Facebook is collecting new data. If you do not accept the prompt the adverts you see will not be particularly relevant to you.

If the new iOS 14 update has raised concerns about the future of your digital marketing, we have an experienced website design and development team here at Air Social who are happy to help you. Give us a call without delay.

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