Apple’s controversial data tracking pop-ups, which will directly ask iOS users to choose to track their activities in each individual app, will take effect next week as part of the launch of iOS 14.5, the company confirmed today.
Apple announced among various product updates at its ‘Spring Loaded’ event. Many industry observers expected Apple to launch an updated update of the IDFA process at this event and have been preparing for the expected effects for some time.
But now digital platforms and retailers will discover how impactful the changes will be.
To summarize, in June last year, Apple announced upcoming changes to its IDFA user data tracking tools that will allow tracking of all app data via explicit queries that explain to users what data each app captures.
Apple called this new system ATT, or ‘AppTrackingTransparency’.
New ATT queries and how they are presented are expected to exclude many users from tracking data, which could have a major impact on ad targeting, especially in terms of re-targeting based on in-app purchases and sophisticated data-driven focus facilitated application activities.
Facebook has repeatedly and publicly expressed its opposition to the update, saying it would increase ad costs by reducing targeted capacity. Apple also faced opposition from technology giants from China, who promised to apply workarounds to continue tracking user activity.
However, despite these objections, Apple is now moving to the next phase of the project.
According to Apple’s announcement:
“With the upcoming public release of iOS 14.5, iPadOS 14.5, and tvOS 14.5, all apps must use the AppTrackingTransparency framework to seek user approval to track them or to access the ad identifier on their device. If you do not get permission to enable tracking from your user, the value of the ad ID on your device will be all zeros and you may not be able to track them. “
What the full effects will actually be, no one knows for sure, but with concerns about data privacy and the way digital information can be misused by people, still high on the agenda due to various, ongoing controversies, many users are expected to turn off data tracking when requested, which could cause a seismic shift in the digital campaign strategy.
Lately, both Facebook and LinkedIn have been sources of alleged big data hacking, and personal data collected from millions of user profiles put up for sale on the dark network. In both cases, information was not obtained from the new activity, according to the platforms. But even so, such incidents keep data misuse in mind and keep in mind a number of consumers who will soon receive new alerts in the app.
Reports suggest that the update could have a particular impact on Facebook, in particular. Indeed, some advertisers have already reported it Facebook CPMs are growing, which may not be directly related to the change, but could relate to a larger number of advertisers switching to broad-based targeting, rather than a grainy focus, which will subsequently record increased competition to reach these groups.
Many advertisers are also working on collecting attribution data to establish averages, and Facebook has removed the 28-day attribution as a result of the update. This will mean that much more ad targeting is based on estimates, as opposed to actual results, which will no doubt doubt that there will be at least some reduction in campaign performance.
But again, it may not end as badly as expected.
A recent Apps Flyer report brought a slightly more positive change, and the results are a result done 13.2 million exposures to the new IDFA incentives resulted in 41% of people choosing to allow follow-up, a much higher application rate than many expect.
This could mean that, overall, the impact isn’t as significant as anticipated and permeates the feeling that many users aren’t as concerned about tracking apps as some expect, and many people simply see it as a means to ensure they get more targeted ads from insidious tracking of their actions in the application.
Anyway, we’ll find out soon enough. According to CNBC, the ATT update is expected in full version on Tuesday next week.
It is best to monitor campaign results and monitor for any significant progress.