The impending IOS 14 updates from Apple could spell trouble for advertisers across the globe, as enhanced privacy features for users inevitably lead to reduced targeting options for businesses.
NB: This is an article from 80Days
The public dispute over Apple’s App Tracking Transparency (ATT) framework has been known for some time, but the extent to which advertisers will be limited has only become clear in recent weeks.
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Facebook in particular will be largely affected by the change, with a reduction in trackable conversions, reporting capabilities and audience features. Facebook advertisers in recent weeks may have come across the following message:
Changes to attribution settings
Apple has announced changes with iOS 14 that will affect how we receive and process events from tools such as the Facebook SDK and Facebook pixel. In response to these changes, we have replaced the existing account attribution window with a new ad set attribution setting that will default to 7-day click and 1-day view starting on 19 January 2021. While these changes won’t affect ad delivery, the new default attribution setting may result in a decrease in the number of reported conversions.
IOS 14 IMPACT ON FACEBOOK
Included within the IOS 14 update is the App Tracking Transparency framework, which looks to give users more control over their privacy features while using applications. The new update has two main features – making users more aware of the data that an app collects before they install it, and then a permission opt in once the app has been installed. This opt in will also appear on apps installed before the IOS 14 update the first time a user enters the application.
While users had the option to control privacy settings across apps before, this was hidden within the device settings so many users remained unaware of how to change their privacy features. The new update seeks to remedy that, making privacy opt ins much more front and centre for all apps as users will have to expressly accept or deny privacy permissions for every application they wish to use.
