Advertisers will be impacted in two main areas ad retargeting and measurement.
There’s a couple of dates being thrown around, but we have no exact timeline. All we know is that the changes are expected to be released in early 2021.
Zero-party data is anything that the consumer intentionally or proactively shares with the brand. This can be like purchase intent, survey information, or things along those lines. Zero-party is anything that the consumer is actively giving, like “here you go, here’s some information on me.”
1. What is an IDFA?
Let’s dive in.
Apple has announced that it will give users the ability to choose to block the sharing of this unique identifier at the App level. Previously, consumers had to opt-out. Now when a user installs or updates the new iOS, a prompt will appear alerting the user to opt-in or opt-out of the sharing of this information.
2. What is Apple Planning for IDFAs?
Apple has announced that it will give users the ability to choose to block the sharing of this unique identifier at the App level. Previously, consumers had to opt-out. Now when a user installs or updates the new iOS, a prompt will appear alerting the user to opt-in or opt-out of the sharing of this information.
3. Why is Apple Making Changes to IDFAs?
Apple has announced that it will give users the ability to choose to block the sharing of this unique identifier at the App level. Previously, consumers had to opt-out. Now when a user installs or updates the new iOS, a prompt will appear alerting the user to opt-in or opt-out of the sharing of this information.
Apple has announced that it will give users the ability to choose to block the sharing of this unique identifier at the App level. Previously, consumers had to opt-out. Now when a user installs or updates the new iOS, a prompt will appear alerting the user to opt-in or opt-out of the sharing of this information.
Apple has announced that it will give users the ability to choose to block the sharing of this unique identifier at the App level. Previously, consumers had to opt-out. Now when a user installs or updates the new iOS, a prompt will appear alerting the user to opt-in or opt-out of the sharing of this information. As a result of the privacy updates, one of the things that we’re realizing for SKAD network is that we’re definitely losing insights on an ad level. So when we discuss creative optimization, our suggestion is that product linking and deep linking will be the key to success. As we move forward, there will be opportunities to incrementally test different creatives and strategies against each other.
After all, Limited Ad Tracking (LAT) has been a feature on iOS devices for years, albeit buried in the settings of iOS. This new privacy prompt follows closely to the previous privacy initiatives Apple already put in place on its Safari browser, where it restricts third party cookies and limits the use of first-party cookies.
6. Why is first-party data so valuable?
To learn more check out the entire webinar recording, now available here. First-party data is data that your company has collected directly from your audience — made up of customers, site visitors, and social media followers. “First-party” comes from behaviors or actions taken across your website, app, and/or product, your CRM, social media profiles, subscription-based emails or products, surveys, customer feedback and more. All of this information can be used for retargeting purposes.
The date is still TBD but just because we don’t know the exact date, doesn’t mean advertisers should kick back and relax. Once this launches, you don’t want to be behind the ball.
7. Are CDPs the solution to a post-IDFA world?
IDFA (Identifier for Advertisers) is a unique identifier for mobile devices and is used to target and measure the effectiveness of advertising on a user level across mobile devices.
Brands must not wait to prepare for the inevitable loss of ad targeting and measurement, which is going to have an impact that goes way beyond mobile campaigns. Marketers must develop new methods for delivering targeted advertising and measuring performance while complying with privacy requirements.
If you’re working with an agency, reach out to them now. And if you aren’t working with an agency, reach out to your Facebook partner for more information on the next steps.
8. How will the IDFA change impact tracking website conversions driven by Facebook?
Every brand has first-party data, but the problem is that it’s all siloed. Without a complete view of their customers, brands often spend too much money and effort in building and maintaining point-to-point integrations between systems. When you have all of your first-party customer data in one place, you get a holistic view of how customers are interacting with your brand. CDPs allow you to streamline that entire process by integrating all customer data in a single place for smarter targeting and personalization.
At Tinuiti, we’re constantly talking about how to aggregate data and leverage it cross-channel. We don’t look at the mobile app as just one piece like this is in a silo. We look at the mobile app as a major piece of your overall holistic marketing strategy.
9. What is zero-party data?
Apple’s SKAdNetwork enables privacy-safety to install attribution and measurement. This framework appends attribution parameters upon the ad click, so when the app is installed and opened for the first time it will send an install postback to the ad network including information such as campaign ID. Currently, the SKAdNetwork has had very low adoption levels from ad networks.
A CDP enables you to integrate touchpoints across all channels into a single centralized customer view so you can gain better insights about your customers and personalize their experience based on those insights.
10. Will there be ramifications for creative strategy?
Customer Data Platforms (CDPs) operate based on first-party data where the customer has interacted with your brand (such as purchasing or opting-in). This empowers marketers to make decisions based on known customer preferences and behavior, rather than on assumptions or guesses.
