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Apple has unveiled a set of changes to privacy and, like Facebook and Google, these changes have repercussions on the world of advertising.
The "Sign in with Apple" service unveiled Monday at WWDC Apple allows users to connect to Apple devices in a secure way, and Apple presents as a solution respecting privacy.
Read more: Google's upcoming privacy changes could disrupt ad retargeting, and advertisers are scrambling to find alternatives.
"They protect their users' data very well and do not want to get caught in a Facebook flaw," said a senior advertising buyer, who held an anonymous interview because he was not allowed to speak d & # 39; Apple. "They realize that once you're in the Apple ecosystem, you do not want to leave, so the more they can offer you, the better."
Of course, that's what makes advertisers crazy because it's harder for them to retarget people.
The end of an era
Forrester analyst Jay Pattisall says Apple, Facebook and Google's increased focus on protecting consumer privacy is the culmination of advertisers using mass and low-cost digital marketing as an optimization strategy . Marketers who have used cheap digital advertising inventory, including display, search and social networks, to bombard consumers with thousands of ads, will no longer be able to do this, did he declare.
Apple introduces single sign-on and blocks access to location tracking data applications with the "just once" option, further complicating digital measurement for marketers, said Philip Hyunh, vice president of paid social services at 360i. A brand advertising an ad campaign on Facebook and YouTube on an Apple device will get three sets of different measurement data corresponding to each ecosystem.
"It will be difficult to dissociate this data and see that as one person rather than four, which makes things more difficult," Hyunh said. "None of these walled gardens share information."
The unique authentication of Apple is jeopardizing the brands' top-level data, added Hyunh. It is likely that more people will use this feature to share their emails with the applications of marketers on several occasions, which will not only give less data to the brands, but will also hinder their ability to communicate with their consumers.
"This weakens the real data and the type of data the brands have and makes the measurement even more difficult," said Hyunh.
A pivot for advertising for Apple?
Pattisall predicted a return to creativity while companies such as Apple forbid access to data.
"Now that they will no longer be able to use the actual stocks on the market to perform tests because they are relatively inexpensive, the pendulum will come back to creativity," said Pattisall.
Apple has never been a major player in the advertising game, deriving the bulk of its money from the sale of computer equipment, which is why it can afford to have unpleasant rules for advertisers. But the main buyer of ads said that this measure of privacy could actually help Apple to invest more in advertising.
"They will be able to improve their advertising game if they wish," he said. "They will have access to all this data that you can only buy through their ecosystem."
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