Apple’s New Privacy Settings Could Change Digital Marketing As We Know It
Next year, Apple plans to implement new ways to block data gathering, by offering its users chances to opt out of behaviour tracking by third parties.
Apple users will soon be asked for permission if a platform wants to track their data across apps and websites owned by other companies.
While Apple seems pretty excited to offer users more control over their data, this move has serious potential to change the world of digital marketing. Facebook has argued that Apple’s plans could severely impact its advertising services – which is why they fought back shortly after the announcement. They have also shared research that suggests their ad network revenue could drop by half without the help of targeting advertising.
We carry hefty digital footprints, and they’re valuable for a number of reasons. A key one being that they’re a gold mine for digital advertisers – third party tracking allows advertisers to understand how users behave across a number of platforms, even ones owned by other companies. Using this information, advertisers can inform their highly targeted ads to generate revenue. Without that information, it’s expected that ads could become less relevant, less effective, and less valuable.
A lack of access to data poses issues for anyone who uses retargeting in their digital marketing efforts. Some publishers have voiced concerns about how they can monetise apps on Apple products, with these new settings leaving them at risk of reduced revenue.
We wouldn’t be surprised if Apple’s new settings lead to more retargeting options on first party platforms.
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