Apple iOS 14.5 Update is out with its privacy feature for App Tracking:
The update is a feature to increase privacy for Apple users where they will be prompted to op-in when an app wants to track them. For many companies in digital marketing including Facebook this feature has caused a dilemma due to the fact that alot of data will not be accessable anymore.
“App Tracking Transparency lets you control which apps are allowed to track your activity across other companies’ apps and websites for ads or sharing with data brokers” from https://lnkd.in/dcVVBvG
This will affect online marketing as basically the ability (with some exceptions) to track users and their actions is gone. This also means that retargeting and tracking of performance is limited.
For most advertising agencies this is not a surprise as Apple has mentioned this awhile back. But still work arounds and strategies coping with limited data and targeting customized audiences is not easy.
One thing to remember:
The users are still there, it is just the tracking landscape which is changing, (Google following soon with disabling 3rd Party cookies on Chrome).
Additionaly:
- Start thinking of other marketing platforms and channels.
- Gather user info through other actions.
