There has been an incredible amount of discussion about the new iOS update, which is said to be coming out this spring. This is known as “iOS 14”. While you might be wondering what all the talk about this update is for, it’s bound to be a big one that disrupts the industry. This is especially true in how it changes Facebook and Digital Advertising Services. Here is what you should know about the newest update.
What Is the iOS 14 Update?
Apple announced that its newest iOS 14 release would be introducing a range of new privacy-first features that will completely change how advertising is both tracked and reported. This new update is going to require that apps have to ask for permission to both collect and share data they obtain from Apple’s unique device identifier. The newest policy that will be introduced in iOS 14 is going to dictate that businesses aren’t able to collect data and share data without strict permission from the user. Users will need to opt into tracking with a prompt they receive.
What Is Apple’s Device Identifier For Advertisers (IDFA)
This identifying number is a random number that is assigned to an Apple user’s device. This is a number that advertisers use to track data to effectively deliver customised advertising to a user. This data can be used for various things including telling them all about how users are interacting with advertising campaigns.
How Will the Newest Update Affect Facebook Advertisers?
The newest update is going to directly impact the way Facebook can gather data on users. The way they get data and process the information will change. Facebook typically uses data gathering tools like Facebook Pixel, which help advertisers know how many people are converting on an advertising campaign. This is going to change with the new restrictions. Before the update taking place, IDFAs were readily available without having to get a user’s permission. A user’s data was being taken and used through the unique identifying number to deliver custom advertising. Now, with iOS 14, the majority of users are expected to opt out of this type of targeting. Because of this, a lot of businesses will find it increasingly difficult to not only advertise themselves but also track their campaigns.
When Is It Coming?
While the update has been delayed a couple of times already, it is expected to come very shortly. Apple has already given business’ notice that they must comply by early spring.
What Must Advertisers Do?
The industry is still in need of further guidance from Apple because all of this is so new. However, there are certain things that Facebook advertisers can begin doing right away. Facebook has come out with their latest domain verification feature. This requires that every website that uses advertising has to go directly through Facebook’s verification checks.
The verification process requires the implementation of some code, but it’s very straightforward. Facebook has continued to go against this newest update. They’ve argued that the personalised ad experience provided can coexist alongside privacy. They argue that it is going to primarily hurt smaller businesses that don’t have a large advertising budget.
While Facebook has said that they will comply with the prompt, they’ll be showing one of their own that shows more information about how personalised ads work. If you do end up opting in, you’ll continue to get delivered personalised ads. If you choose to not accept, you’ll likely stop seeing personalised ads.
If you have any concerns or questions about how the latest update is going to impact your digital advertising efforts, you can count on the professionals at Air Social to be there to help you.