The Impact of Apple’s iOS 14 on Digital Marketing
While you’ve probably seen plenty of sensationalist headlines about the upcoming iOS 14 update from Apple, the truth is that much is still unknown about the update and it is likely to have a broad impact across the digital marketing ecosystem. iOS 14 mandates the app to ask for the user’s permission for collecting the IDFA (Identifier for Advertisers).
What exactly is IDFA?
IDFA is Apple’s Identifier for Advertisers. It is a specific ID allocated to Apple devices such as iPads, iPhones, and Apple TVs. Advertisers & app developers can use the IDFA to identify the Apple device users across apps to deliver individualized & targeting advertising. Furthermore, IDFA also permits these platforms to run frequency capping, attribute impressions, measure campaign performance, and click to app installs.
Is this going to affect Facebook’s income?
YES! Ads are only relevant (and clickable) when they are served to the right people. Due to lack of data, if Facebook is not able to correctly know about you and build your advertising profile, it won’t be able to serve you the right ads you might be interested in. And if it serves you random ads, you would never click on them, and thus Facebook makes no money. As the current Apple CEO tweeted “We believe users should have the choice over the data that is being collected about them and how it’s used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first.”
Thus, big publishers are already considering abandoning the App Store all together because the value of advertising is expected to decline so much. A similar decline was seen when Apple implemented anti-tracking features on the Safari browser and the cost of reaching customer was tanked 60 percent.
However, hold on tight because it’s going to be a bumpy ride as Apple looks to assert their market dominance over the digital marketing world.