Apple’s latest updates to iOS (which includes iOS 14, iPadOS 14 and TVOS 14) has introduced new privacy permissions that users need to explicitly opt into for apps, in order for these apps to access their device’s advertising data and other tracking information. A prompt will appear for users when using all iOS apps to ask if they want to allow tracking or not.
iOS 14 has already rolled out, but the full impact of these changes won’t be visible until existing Apple devices have been updated to the new version, or new devices that use this new operating system as standard are more widespread. This is thought to be likely to happen in the first few months of 2021.
This means that users can very easily opt out of allowing any apps in the Facebook family (Facebook, Messenger, Instagram and WhatsApp) along with apps using Audience Network (which is a placement option in Facebook advertising) to, amongst other things:
Essentially, this could mean that a significant portion of the population who could previously be advertised to on Facebook, Instagram and via third party sites on their iPhones, iPads and other Apple devices, will simply no longer be part of the audience that businesses are able to reach on these ad platforms.
Facebook themselves have spoken out about these changes, with Dan Levy, Facebook’s VP of Ads and Business Products, saying that the “new iOS 14 policy will have a harmful impact on many small businesses that are struggling to stay afloat and on the free Internet that we all rely on more than ever”. Facebook have indicated that the changes in iOS 14 could mean that:
In general, opinion from experts in the online marketing industry tends to lead towards this being a shift in policy by Apple to an attempt to increase their profits (by pushing in-app payments and subscriptions, which they receive a cut of) rather than actually being about privacy for end users, which seems to be their party line. In a similar way to when Google removed keyword data from their analytics platform and cited privacy reasons, which then pushed more marketers towards paid search in order to effectively target the most relevant audience, many people believe that this is the start of a move by Apple to force marketers to spend with them rather than lose sales or other revenue.
Hit Search’s Head of Paid Media, Paul O’Connor, says,
“Whilst the decision by Apple is well within their rights as a platform owner to implement, the change is conspicuous given Apple’s own ad platform is not subject to this change. However, by the same token, privacy is an increasingly front-of-mind topic amongst consumers where there is a general push towards more control over consent. In any case, it is therefore incumbent on the industry to manage this change and adapt accordingly.”
Any businesses that promote mobile apps via Facebook and Instagram will be affected by these changes, along with any that use pixels for tracking events, such as sales that come in via an advert. The changes mean that users who opt out of tracking can’t be measured effectively, making it more difficult for advertisers to accurately attribute revenue generated by this platform.
Being aware of a potential hit to revenue coming from these paid social avenues isn’t the news we all want to hear at the moment, but by taking the steps above and preparing as well as is possible, the hope is that most businesses that use the Facebook and Instagram advertising platform will be able to minimise the negative impact that the iOS 14 changes will have.
If you want more information about our paid media marketing approach and services, why not give our free 15-minute (no obligation) consultation with an industry expert a try? We’ll give you an honest and objective view on your current marketing activity and highlight some opportunities that we have identified which could help to kickstart significant growth.
You can get in touch with us by calling 0800 011 9715 to find out how we do things differently.
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Pe litatis dolutat ureraturio. Usa quam hilibus estis rest aliatiur? Qui ut uta que exerfereped expe nos nectus, quibea dolore magnatus, ut minulparum ut as cor simporectore velles explatur, coreprae reritatisque dit quatum et eic te nis qui beatiatet des eiur? Vellique rero te dolore ped qui remo est dolloria quibus eosanda natem autem venitatem venditemquam aspe rem dus repere et unt. Oviducium volupta am veniasit estrum esequi ut ut qui raepuda volupid untiosam es eaqui aut a iur.
Name | Job Title
Pe litatis dolutat ureraturio. Usa quam hilibus estis rest aliatiur? Qui ut uta que exerfereped expe nos nectus, quibea dolore magnatus, ut minulparum ut as cor simporectore velles explatur, coreprae reritatisque dit quatum et eic te nis qui beatiatet des eiur? Vellique rero te dolore ped qui remo est dolloria quibus eosanda natem autem venitatem venditemquam aspe rem dus repere et unt. Oviducium volupta am veniasit estrum esequi ut ut qui raepuda volupid untiosam es eaqui aut a iur.
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Liverpool
Honeycomb
Edmund Street
2nd Floor
Liverpool
L3 9NG
London
Kemp House
152 - 160 City Road
London
EC1V 2NX