Dean DeCarlo of Mission Disrupt Discusses four Actions Advertisers Have to Soak up Response to iOS 14 Privateness Adjustments
Mission Disrupt’s Dean DeCarlo explains 4 things advertisers must take in response to changes in privacy for iOS 14
from David | February 11, 2021
What is Apple’s IOS 14 update?
Apple is currently testing the data protection update in a beta version of iOS 14, which is expected to be available to all users in the spring. Apple has announced changes in iOS 14 that will affect how businesses receive and process conversion events from tools like the Facebook Pixel. Organizations that use business tools to optimize, target, and report web conversion events are affected. Apple first announced upcoming data protection changes last summer, giving advertisers and app manufacturers time to prepare. However, this has become a major point of conflict for ad-supported businesses as they could lose revenue from the changes ahead.
According to Report 42, 44% of local businesses say they rely on social media to build brand awareness and 41% rely on it to increase sales.
Specifically, Apple will require all App Store applications to display a daunting prompt to users on iOS 14 devices as part of their AppTrackingTransparency framework. Apple’s guidelines prohibit certain features of collecting and sharing data unless users choose to track iOS 14 devices. As more users turn off tracking on iOS 14 devices, ad personalization and performance reporting will be limited for both app and web conversion events. When a user installs or updates the new iOS 14 update, a warning will be displayed to the user to enable or disable sharing of this information. Tinuiti reported that currently about 70% of iOS users share their IDFA with app publishers. After this change, that number is expected to drop to 10% to 15%.
Commenting on the update, Apple said: “Privacy is a fundamental human right and at the core of what we do. For this reason, with iOS 14 we offer you more control over the data you have released and more transparency when using it. “
In response to these changes, Facebook is also starting to process pixel conversion events from iOS devices using aggregated event measurement. The Action List provided supports business endeavors to protect user privacy and conduct effective campaigns.
Response Actions for iOS 14 Privacy Changes:
- Checking the domain name: This means that a maximum of 8 conversion events per domain can be optimized for optimization and reporting. The domain name verification must be completed for the practical top-level domain plus one.
- Manage settings: For preferred conversion events, prioritize up to 8 conversions for maximum impact.
- Compare attribution models: Compare the new 70’s attribution model to the old one to fully understand the implications. This enables companies to better anticipate changes to reported conversions that result from moving to a 7-day window.
- Conversion API: Measure conversions using website servers instead of just relying on browser-based cookies.
Changes can limit the skills for:
Remarketing campaigns: The more users disable tracking, the smaller the campaign audience will be.
Audience Delivery: Previously created audiences can be affected as ads need data to serve the most relevant audiences at the right frequency.
ROAS optimization: Depending on the data available, the forecast and optimization of the cost per action may change.
Ad personalization: Personalization may be limited due to the information collected about each customer.
Reporting: Measurements and reports generated for conversions from specific customers are affected.
Bio: Author Bio: Dean DeCarlo, a New York-based entrepreneur, is the founder and CEO of Mission Disrupt. Mission Disrupt is an industry leading digital marketing company developing website and digital marketing experiences that are focused on driving awareness, engagement, and sales. Mission Disrupt is headquartered in New York and provides digital marketing services nationwide.