Apple is expected to start rolling out their controversial app tracking transparency feature within its latest iOS 14.5 software update. There’s been a lot of talk regarding the new feature over the last few months since Apple announced it, delayed it and is now releasing it. Specifically, the conversation surrounding this new iOS feature has to do with the future of online advertising services and how advertisers will be able to effectively continue on.
Image Credit: Apple
What is App Tracking Transparency?
With this new privacy feature, iOS apps will be required to ask for your permission to track your activity across the web and through app usage. This data collection is crucial to advertiser-fueled businesses like Facebook who sell its user’s data. The big change is that the data collection is opt in rather than opt out. The fear that some advertising platforms have is that people won’t want opt into an invasive feature like this.
Will my Ads be Affected?
Here at McNair media, we have believed for a long time that “interest-based” ads are not as effective as intent based online ads like Google search ads. We have found in the 14 years of work in online advertising services that targeted ads that are powered by personal data collection have too high of a cost per acquisition for most small businesses. Facebook has argued that small businesses would be hurt without the ability to send users targeted Facebook ads. However, we believe this assertion is more of a PR ploy to get small businesses on the side of Facebook.
Is there something that I need to do?
If you are currently utilizing McNair Media’s online advertising services, you will be fine. However if you are running add yourself or running online ads through an agency, you should look into how much of your online advertising dollars are being allocated to interest based ads.
What does the future of online advertising look like?
We have been saying this for years now, the future of online advertising has to be authentic and non-invasive. Your services need to speak for themselves and be compelling to your customers. Digital advertising services cannot and will not save your business or a drop in sales. It is important to have a clear understanding of your market through research and working with a consultant to ensure that your services are being correctly communicated to your customers. If you have any concerns regarding your advertising, feel free to call or message us today!