New Apple’s iOS 14 feature focuses on security and data protection.
The new privacy feature, called App Tracking Transparency (ATT) makes all tracking across apps opt-in only.
This policy will prohibit certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt.
So, what does that mean to you?
1- What is going to change for you
As more people opt out of tracking on iOS 14 devices, you may see a notable decrease in the number of reported conversions and some of your ads may be paused or could stop delivering to certain devices.
Apps these days can still know a great deal about users without crossing a line into being invasive. But after the update, getting to the audience will become harder.
On the one hand, it is important to be careful with protecting user data. The new update also helps users to verify hacks and when apps are using their camera or mic without permission.
On the other hand, it is relevant to think about the benefit for the ads that can target the right audience so the companies can assure a more personalized and assertive shopping experience.
2 – The impacts of the new policy on the market
According to Statistics Canada, Canadian Centre for Data Development and Economic Research the number of new small businesses is consistently growing.
Small businesses accounts 65% of new jobs. The companies that fit the title are the ones with fewer than 500 employees. They are the most affected by Apple’s new policy.
And not only in Canada. U.S. Small Business Administration Office of Advocacy research shows business opportunities, growth of openings, job creation and market improvement in the past years which means that restrict commerce to achieve its clients is going to impact the growth, the employment generation and consequently the market as a whole.
The smaller companies are the more affected they will be, while larger companies that already have better data control will gain even more strength.
Facebook is saying that Apple’s privacy changes are anticompetitive and hurt small businesses. While this major change is great for iPhone users, it has the potential to make Facebook and Google’s lives much more difficult. You can access more information about the changes on Facebook’s official page.
We encourage you to share this information within your organization and to be prepared for what is to come.