In April 2021, Apple released the latest iteration of iOS 14.5 which included privacy measures that digital advertising platforms have been preparing for since its introduction in 2020.
Since September 2020, Apple has been rolling out their latest iOS 14 software. In April 2021, the latest iteration, iOS 14.5, was released which includes the privacy measures that digital advertising platforms have been preparing for since 2020.
From the beginning of April 2021 to mid June 2021, 70% of iPhones had adopted iOS 14.5 or higher.
After a slow launch and many iterations, by the end of June 2021, iOS 14 had been installed onto 90% of iPhones sold in the past 4 years.
As iOS 14 has been rolling out since September 2020, the updated release of iOS 14.5 in April 2021 included the introduction of strict transparency and privacy regulations for app data tracking and collection. This update directly affects applications and developers in the following ways:
Describing How Apps Use Data
App developers must now be transparent about how data is used and how it will be tracked if the user selects to allow tracking.
Asking for Permission to Track
Apps will have to follow the AppTrackingTransparency framework to track users or access a device’s advertising identifier.
AppTrackingTransparency (ATT) Framework
A prompt must include a statement to describe why the app wants to track user data. The user’s advertising identifier will only be presented when the user actively opts-into the tracking.
Adhering to iOS 14.5
If an app does not adhere to the new policy restrictions they will not be able to be featured in the App Store.
Apple’s new privacy features include Private Click Measurement (PCM) which restricts the data that can be shared across platforms.
How do Facebook & Google track data on specific ads with this restriction?
An ad network API that helps advertisers measure the success of ad campaigns.
The API Involves:
In order for the SKAdNetwork to work:
While many platforms may be affected by these changes, Facebook’s Ad Network will face the majority of the impact through the following factors:
Facebook is moving to an Aggregated Event Measurement system. Advertisers can configure 8 prioritized web conversion events per domain which Facebook will eventually focus on optimizing based on your ranking and what they believe is most relevant to your business.
Delayed Reporting: Data may be delayed up to three days. Web conversion events will be reported based on the time the conversions occur and not the time of the associated ad impressions.
Estimated Results: Web conversion events may feature statistical modelling to account for conversions from iOS 14 users.
New ad set attribution settings can be accessed during the campaign creation. It ensures that the conversions measured are the same ones used to inform campaign optimization. Default for campaigns will be a 7-day click attribution window.
The Impact:
This data is based on a sampling of 2.5 million daily mobile active users by Flurry.
What do the public think?
As iOS 14 is continuing to roll out, the general public who are getting served ads fall into the following three categories:
Since March 2021, slowly marketers have been feeling the effects of users opting in and out of tracking. Marketers are claiming that their ad campaigns have either:
Currently, marketers are facing issues with five main areas in their campaigns:
These challenges have led marketers to build stronger and more creative tactics in their digital ad campaigns such as:
Instead of hoping for certain elements of campaigns to remain the same as before iOS 14.5, marketers are testing large amounts of creatives to see what is resonating with audiences. Each iteration provides a winning example of ads that can be expanded on for further marketing.
Traditionally marketers would rely on Facebook’s ad reporting to see their metrics. Action is being taken to move all analytics to Google’s Data Studio. UTM parameters are playing an even larger role in digital advertising to account for this shift.
Retargeting isn’t what it used to be and gathering information won’t be as effortless as before. Marketers are focusing on lead generation to put leads back into Facebook and help identify audience sets as well as to use for marketing communication purposes.
If marketers had not previously considered building a holistic strategy outside of Facebook ads, many are now looking to Snapchat, TikTok and influencer strategies that don’t rely on gathering data as much as Facebook advertising.
CBO and ABO are being leveraged together throughout testing to see what’s working across Facebook ads. Marketers are testing new content campaigns with CBO while evergreen campaigns are set to ABO.
(For now) Android users aren’t facing the same privacy opt-in as Apple users. To leverage this, marketers are experimenting running ad sets for each device separately to test if there are differences in acquisition and CPC.
Marketers are experimenting by merging the middle and bottom funnels. This translates into a larger audience compiled of:
In an effort to experiment with new landing pages and keeping users on the app for longer, marketers are leveraging the “Instant Experience”. This is a mobile optimized landing page for marketers to tell their story and editable within Ads Manager.
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