Major updates from major software providers in the past few years have revolved around the topic of the privacy revolution. With iOS 14, Apple took privacy not only one step further, but ran the extra mile.
App developers typically rely heavily on tracking to send relevant ads to their users. The advertising industry is a multi-billion dollar industry that typically grows exponentially, but is now being hindered on every major avenue. Users are now starting to get back their right to choose who can track them.
With the release of ITP – Internet Tracking Protocol – Apple started to incrementally limit the extent to which websites can track their users on Safari browsers. ITP 2.0 back in 2018 immediately partitioned cookies for domains that were determined to have tracking abilities. The previous general cookie access window of 24 hours after user interaction was removed. Instead, authenticated embeds could get access to their first-party cookies through the Storage Access API.
Recently, Apple announced that cookies for cross-site resources are now blocked by default on Safari. This was a significant improvement for privacy because it removes any sense of exceptions or “a little bit of cross-site tracking is allowed.”
New Changes With IOS 14
With iOS 14, Apple is moving forward with privacy updates and is tackling app developers, via ‘App tracking controls and transparency.’ Apple is basically ‘killing’ the IDFA – Identifier for Advertisers.
In their preview of the latest release, Apple states that developers are now required to get users’ consent before tracking them, so they can choose which apps have permission to track. Users can change these preferences in their Settings depending on if they grant or deny apps access to track them.
This change does not only affect small app developers, it also affects Facebook and Google directly. For example, Facebook uses IDFA for many of its advertising technologies. The change is also likely to force other major OS developers, such as Google with Android, to adopt the new opt-in requirements, for example for GAID – Google Ad Identifier.
This previously happened with third-party cookies on browsers. After the latest ITP updates were announced for Safari, Google also announced that is planning to do the same for Chrome in 2022.
Mobile Marketing Industry
We live in a hyperconnected world where people provide a plethora of data to indicate their interests, needs, and desires. Companies now have to fill in the blanks and target their customers based on accurate data and deliver a personalized experience.
Advertisers and marketers started relying more and more on tracking to analyze endless signals in real-time and deliver ads at the right moments to the right people. Tracking also plays a major role in measuring consumer journeys that now span on multiple devices and channels across both the digital and physical worlds.
The mobile marketing industry is estimated to hit 80 billion dollars this year, up from $65.06 billion in 2019, and is expected to grow at a compound annual growth rate of 22.9% up to 2027.
According to Forbes, consumer spend on iOS hit $15 billion in Q1 2020, compared to $8.3 billion on Android, growing 5% year-over-year on both platforms.
Mobile marketing is one of the key digital marketing strategies adopted by organizations to promote their products and services. It helps organizations eliminate costs and denotes a fast and convenient means to interact with target customers. It enables the integration of new, innovative methods of advertisement with the same marketing strategies to increase their impact and approachability in terms of target users, according to a study by Grand View Research.
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