In September 2020 Apple released their IOS 14 updates which finally look to address the ongoing privacy concerns which have been under scrutiny in the last couple of years. The main update is the inclusion of the AppTrackingTransparency (ATT) framework. This framework is designed to address the CCPA (California Consumer Privacy Act) and Europe’s GDPR, both new laws were passed in order to be more transparent with people’s information and address the growing concerns around data privacy.
IOS users make up 49.29% of phone users according to GS Statcounter
So what does it all mean!?
The main change will be seen in the app store.
Firstly when an app is submitted to the app store it must meet certain privacy guidelines this will ensure that when a user downloads the app they are aware of their data is being tracked, how, and by whom.
What does this look like for the App user?
When you download an app You will be asked if you consent to be tracked, you can opt-in or out. Starting with iOS 14.5, iPad OS 14.5, and tvOS 14.5, Apple’s ATT framework requires every app to serve push notifications to:
1) Make users aware of what data and personal information an app will track before they install it, and
2) Ask permission to track upon installation
Below is an example of a push notification
What does this mean for Digital Marketing
While this update is said to affect all major social media giants Facebook seems to be in the spotlight. The main reason is Facebook generates 97% of its revenue from mobile, where the changes will take effect.
Facebook has answered with their new aggregated data model that works in a nutshell by offering more generic data values.
Below are some steps to follow to remain ahead of the game
Make sure your Facebook campaigns are set up towards the new aggregate data model. Follow the steps below,
Choose 8 events and priorities them
Verify your domain
The data you receive is limited or “aggregated” ie. conversions will be delivered in more generalised figures, not specific events figures.
Google Ads’ response has been less intense. Unlike Facebook, Google hasn’t had to deal as publicly with massive ongoing privacy concerns thanks to a more diversified ad network and less reliance on mobile ad revenue. Because of this Google isn’t as directly impacted by the new iOS policies. Still, advertisers should be prepared for some fluctuations especially when it comes to app campaigns.