As we've said many times before, things change fast in the world of digital marketing. In September 2020, Apple launched another update to its mobile operating system: iOS 14. This update was supposed to include anti-tracking privacy features, but Apple decided to delay that component until early 2021. Now slated to be released in January or February as the iOS 14.4 update, the anti-tracking features will affect user privacy and data use in the App Store and allow people to opt out of being tracked across apps. This will impact you on a personal level if you use Apple products, but it may also impact you as a business if you utilize Facebook advertising.
The biggest change with the iOS 14.4 update is that users will now be asked to opt in to data tracking rather than having to intentionally opt out. When you open an app, a message will appear asking permission for the app to track you across other apps and websites. You can "Allow Tracking" or "Ask App Not to Track." You can read the full details of the changes to user privacy and data use in Apple iOS 14 here.
So how does this impact my social media advertising?
Though we can't predict the full implications of these changes, they will impact Facebook's ability to collect, track, and report user data that is utilized for their advertising platform, such as demographics and user behavior. This could in turn make audience targeting less effective and reduce the size of retargeting audiences as more people choose to opt out of tracking. Data reporting from ad campaigns may also be delayed and/or restricted, and campaign costs could be impacted by the changing advertising environment.
What should I do if I'm running Facebook ads?
ALINE is staying on top of these advertising changes and will work within the new parameters to provide the best results possible for our clients. The full impact of the forthcoming iOS 14.4 update is unclear, but we will continue to monitor and assess Facebook ad campaigns closely. If you have any questions or concerns about your social media ad campaigns, or if you're interested in learning more about digital advertising in general, please don't hesitate to reach out to us at any time.
Aren't running ads but want to learn more?
ALINE has helped many clients reach more prospects to drive new leads and grow their business with thoughtful and highly targeted ad campaigns. We'd love to talk to you about digital advertising opportunities that could help grow your business.