What Apple’s privacy update means for brands and marketers

We’ve all been there. You jump online to do some research into your next major purchase or outback getaway. Then for the next few weeks, your newsfeed is full of carefully curated and highly targeted ads.

Great for brands looking to expand their reach, but a little creepy for consumers – especially some of those ads from Wish that you see.

Well, this is all set to change with Apple announcing the App Tracking Transparency update. This is going to require apps to get the user’s permission before tracking their data across apps or websites owned by other companies.

What does this mean for consumers?

Over the coming days and weeks, you will likely be greeted with a message when you next open an App, including the Facebook family of Apps (think: Messenger, Whatsapp, Instagram). You’ll be asked if you’re happy for the App to track you or not. The general consensus is most people will say ‘No Thank You’.

Facebook has already started to combat this with a welcome message of their own:

The ramifications for brands and marketers

This is going to result in less behavioural data for brands to use when running campaigns, and will negatively impact the following:

  • Attribution and Reporting – there will be fewer conversions reported
  • Optimisation – there will be fewer events to optimise for
  • Targeting – less accurate and smaller audience segments

You can read Facebook’s official response here, and Google’s here.

What does the future look like?

The changes to Facebook will make acquiring first-party data about your users even more important. As explained by Joel Pember, “The future will see brands and businesses invest in more sophisticated CRM technologies to understand and fulfil their customers and shift the power dynamics away from the walled gardens.”

It will also become ever more important to define and clearly communicate your value proposition; traffic to your website will be less targeted, so you need to ensure they have a compelling reason to stay.

Finally, contextual marketing will become increasingly valuable. Knowing your brand and where it sits in the media landscape and what your customers are reading, will help you to decide which brands or influencers you can collaborate with to reach new audiences.

Keen to know more about anything mentioned here, we’d be happy to have a chat. Why not give us a call?

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