With the release of iOS 14 expected mid-Sept, Apple will require all app developers self-report on their privacy practices. Users will see summarized privacy information in the App Store prior to downloading, and they will be able to control the data an app is collecting with in-time permissions notifications. Given the opportunity to easily opt-out of tracking, IDFAs are expected to significantly drop.
In what we see as a continued “cookie-less” world, Apple is reinforcing their own privacy stance with the deprecation of id based tracking. Apple is essentially taking a previously somewhat hidden setting, LAT (Limit Ad Tracking), and bringing it to the forefront to users for individual app downloads. Marketers will need to quickly assess customer identifying tactics and forecasting models to keep up with the impending transitions.
Our sister company Decile, is the first customer data and intelligence platform proven to help companies find their best customers and drive lifetime value. The company’s unique approach to harnessing the power of customer data is more important than ever, as signals become harder to track and 1st party data becomes the single source of truth for marketers.
KEY COMPONENTS OF THE IDFA DEPRECATION
WHAT DOES THIS MEAN FOR ADVERTISERS?
KEY COMPONENTS OF THE IDFA DEPRECATION
The deprecation of IDFA solidifies the push for consumer privacy across platforms and in accordance with changing legislation. There will be a greater reliance on first-party customer lists in all digital advertising platforms. Advertisers and marketers will need to adjust their media mix as privacy legislation advances across the country, and browsers and devices continue their privacy-as-a-product strategies.
To plan for any impact towards performance and measurement, advertisers can no longer rely on platform-provided products. They must have a tool set that supports segmentation, analytics, compliance, and onboarding.
For more information about how Decile’s customer data and analytics platform can help brands drive profitable growth and navigate a world with fewer digital signals, reach out to sales@decile.com.