ARE WE ENTERING THE SECOND PHASE OF THE INTERNET?
Earlier this year, Apple launched its latest iOS 14.5. This update brought significant changes in privacy policies. Through the new iOS, users can stop the websites from taking their data. This step by Apple made Google take some initiative for end users’ privacy issues.
WHAT IS THIS SECOND PHASE?
Hyperconnectivity was the first phase of the internet. Now the end-user involvement begins the second phase of the internet. However, it is the very first step taken by the service providers. The issues regarding end users’ privacy are also being noticed by governments.
WHAT APPLE IS BRINGING TO THE TABLE?
Apple launched new App Trekking Transparency (ATT) policy. Browsers are not allowed to make cookies acceptance compulsory. Users will be able to deny this request from the browser and continue browsing. This stops IDFA ( identifier for advertisers) to access the information of the user. This feature is available for Apple users for now.
WHAT ARE THE CHANGES FOR DIGITAL ADS?
There is still so much left to evolve for the second phase of the internet.
For now, the milieu of data privacy is deciding the future of digital advertisement. The privacy settings are majorly affecting two areas of digital advertising.
- Targeting: with new settings, it is not possible to track the consumers through IDs. The audience can not be followed from one to another platform.
- Measurements: psychographics is not available in real-time. No insight on the customer’s interest is available before the conversion.
Areas of Impact For Facebook Ads
- Ad targeting
- Ad reporting
WHAT TO DO NOW?
- Get more creative.
- Rely less on niche-based products.
- Workarounds will not be effective in the long term. Prepare your strategy according to the future of digital advertisement.
- Use Marco-leveled advertisement method for more sophistication.
ALTERNATIVES OF IDFA FOR MARKETERS
- Universal Identifier: it is a user identifier. This provides the user with a shared identity. Through this, users can be targeted across the chain. All this without syncing in the cookies.
- Cohorts: It is an analysis technique. In Cohort, consumers with similar interests are grouped in the same category.
- On-device solution: the data will never leave the phone.it does not depend on identifiers. It uses the in-app concept to gather information about audience segments. This only identifies segments and not individual users. But, this is limited to mobile-to-mobile.
- Contextual targetings: It does not need permission. This solution works on all environments such as mobiles, desktops et cetera. It depends on the type of content consumed and on what digital medium.
Meanwhile, only 14% of global users are using iOS. The new version was launched earlier this year. There are no overwhelming changes in digital methods for now.