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20th October 2021

Apple’s iOS update: The impact on advertising

Insight from the Hunterlodge Media Team

Privacy laws and consumer regulations have been top-of-mind in digital advertising for a while now. We take a look at Apple’s iOS 14 update and explore how you can make the most out of it to ensure your campaigns are as effective as they can be.

Apple users now have the option to opt out of data sharing every time they download an app – this is a game changer for advertisers who are heavily reliant on data sharing for both paid search and paid social campaigns.

What is changing with iOS 14?

Apple recently revealed their newest changes to privacy and sharing policies, also known as Apple’s App Tracking Transparency Framework, which is tied to a string of numbers known as the Identifier for Advertisers (IDFA). Each iPhone mobile device comes with its own identifier that provides advertisers with aggregate data about a user’s behaviour & preferences.

The new update will present iPhone and other iOS device users with a pop-up message every time they download a new app that asks if they want to grant the app access to track their activity across other apps and websites.

What is the impact of the iOS update?

When users decide to opt-out of the app tracking, this new operating system will not allow advertisers to easily target or exclude that user like we used to be able to.

While some might agree that it gives users more control over their privacy, other marketers are concerned that many Apple or iOS device users will select the option of “Ask App not to Track” when the new pop up shows up, which will prohibit the application from collecting data about the things those users click on, download, or purchase within the app in order to share it with other companies/websites for advertising purposes. The major worry is that the adoption rate of iOS 14 is going to increase, and more users will opt-out of app tracking.

How to adjust your campaigns to get the most out of iOS 14

There is a new game plan, and we need a fresh perspective – users are still out there spending just as much time on their social platforms, and we still have the ability to advertise. But, the rules have changed and there are a few actions you can take to maintain your Facebook advertising efficiency.

  1. Verify your domain and prioritise the most important 8 events you’d like to track through your pixel. This was the very first requirement made by Facebook in order to keep up with iOS 14 changes.
  2. Consolidate campaigns to limit signals from users who opted out for app tracking. Be extra cautious and strategic with the number of campaigns, adsets or ads launched.
  3. Use additional data sources such as Google Analytics or CRM data instead of just the Facebook pixel to draw optimisations and business decisions.

What’s next?

The world of advertising is constantly evolving and as an agency, our priority is to stay on top of digital trends and platform changes to ensure all of our clients adjust their marketing strategies accordingly. As Apple’s iOS update rolls out, we will be monitoring its impact on our campaigns to ensure that we maximise returns and maintain efficiency.

To find out more on how to adjust your campaigns to maximise effectiveness, contact kim.mclellan@hunterlodge.co.uk


Sources: powerdigitalmarketing.com, Apple.com, IPA.com, ASA.com, CIM.com.

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