Apple’s iOS 14 will require all apps to display an App Tracking Transparency (ATT) prompt that will require users to opt-in or out to allow advertisers access to their data. The more users who opt-out, the less data Facebook advertisers will have – not good.
While 72% of iOS users have already updated to iOS14, Apple hasn’t yet publicly released the update prompting users with their ad ultimatum, specifying that it will happen “early in 2021.”
Facebook is furious with the update and placed ads in the NYT, WSJ, and Financial Times writing “We’re standing up to Apple for small businesses everywhere.”
What this means for advertisers:
Inhale. Now exhale. We all need a deep breath after reading that. We’re not gonna sugar coat it, these are big changes that will likely impact your campaigns. This also isn’t the first time we’ve seen these data gaps. Think GDPR, California, etc.
It’s a bit scary but it’s not the end of the world. These are big changes for FB advertisers, but DTC’s got your back. We’re continuing to gather as much information as possible and we’ll keep you updated across the newsletter, Twitter and Instagram. For now, check out the action items.
Key action items to do today:
Embrace the change. The jury is still out on how this is actually going to affect things (we won’t really know until we understand the rate at which iOS users are opting in or out). It will have an impact, but keep in mind that everyone is in this together — every brand, every agency, every marketer AND Facebook (and it’s stock price). Staying informed is the best approach. Change is inevitable. We will all adapt.