AD TRACKING: Beginning of the End TIMELINE
- 2011 Google Real Time Tracking begins
- 2012 Apple introduces IDFA
- 2016 Apple offers users the ability to opt out of using the IDFA
- 2016-2018 Google perfects Tracking with Analytics 360 and DoubleClick Digital Marketing
- 2020 Google announces the replacement of third-party cookies with eplace 3rd party cookies with FLoC – Federated Learning of Cohorts & plans to extend publishers’ first-party “Publisher Provided Identifiers” (PPIDs) from private marketplace deals to open auction
- 2021 Apple IOS 14.5 update introduces user controls to deny tracking as an “opt-in”
Last week, Apple introduced new rules for App developers with its IOS 14.5 update. The rules will allow handset users to decline being tracked by the identifier for advertisers (IDFA). This is on the heels of Google squashing the use of third party cookies in March of this year. The double hit of mobile and desktop tracking restrictions has left some marketing strategists scratching their heads.
While on the surface, it might seem like Apple is declaring war on targeted advertising, it is more likely a perceptive response to shifting trends in consumer behavior. A recent Harris poll suggest that consumers are reacting negatively to “targeted” ads that really miss the mark.
Consumers are frustrated when they receive ads for items already purchased or when a brand fails to recognize them as an existing customer. Privacy, on the other hand, is paramount.
Yet many respondents indicated (54 percent) a willingness to share personal information with companies on the condition it will be used to create a truly personalized experience.
Marketers find themselves at crossroads between Privacy and a Personalized Consumer Experience. According to Harris (theharrispoll.com):
“The trade-off is that in exchange for sharing personal information, consumers appear to expect transparency, with 74 percent saying it’s very important or absolutely essential brands tell them what information is being collected”
MPC introduces 3 Privacy TIPS for Marketers:
TIP 1. Include Privacy by Design in your marketing strategy: Knowing your customer no longer means knowing their preferences as a consumer but also knowing how to present the experience in a privacy respectful manner.
TIP 2. Shift control to the consumer: Surprise your consumer base with innovative approaches that gives them the control to make privacy wise decisions while they plot their digital journey.
TIP 3. Value what you have: Know the value of the data you have before you collect more. Work with your Privacy Team to understand what are the permissible ways in which you can use the data even more, but not to the detriment of the consumer privacy expectations.
Want to make privacy a priority? We can help! Try the our Practical Privacy approach with the innovative MPC Playbook at Managedprivacy.ca
Have Questions? Email us at : [email protected]