Apple recently released its long-awaited privacy feature for iOS. The latest version – iOS 14.5 – introduces a pop-up that allows iPhone and iPad users to opt-out of any type of targeting or tracking.
According to reports, Apple is taking a strong stand on privacy. And while Apple users might be happy about the new feature, companies built on ad revenue such as Facebook and Instagram see it as a detrimental move. As do small business owners that rely on it to reach their target customers.
Here’s how the update is going to affect your advertising – and what you can do about it.
Apple’s iOS 14.5 Update, Explained
Earlier this year, Apple announced that its iOS 14 update would include an option for users to block the IDFA (Identifier for Advertisers), a unique identifier for mobile devices used for targeting and measuring the effectiveness of advertising. This would mean apps like Facebook and Instagram would no longer be able to personalize ads without the permission of the user.
“We believe that this is a simple matter of standing up for our users,” Apple wrote in a statement in response to the backlash from advertisers. “Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.”
While in some parts, it’s a worthy initiative, this update threatens the personalized ads that so many businesses (both big and small) rely on to reach clients.
How Apple’s Privacy Update Will Affect Your Advertising
Without a doubt, Apple’s update is going to affect your advertising.
For starters, with a limited ability to personalize your ads, it means being unable to reach the people most interested in your products or services. As a result, you may see a decrease in your profits.
Facebook data shows that the average small business advertiser could see a drop of over 60% in their sales for every dollar they spend.
If small business owners can’t make ends meet, it means they’ll be forced to start charging their customers subscription fees and in-app purchases – a move that could also damage customer/client relations. It would additionally cause a reduction in free high-quality content available on the internet – a repercussion that impacts everyone, including non-advertisers.
How to Combat the Ramifications of Apple’s Update
Fortunately, there is a way to combat the obstacle as a Facebook advertiser.
By following these nine steps, you’ll be able to change the meta-data on your website so Apple can’t block your ads.
Here are the steps:
- Go to https://business.facebook.com
- Go into Ads Manager
- Navigate to Business Settings
- Click on “Brand Safety” on the Left Column
- Click on “Domains”
- Add your Domain
- Once your Domain is listed, you will see “Meta-tag Verification” information on the Right Column
- Set the meta-tag containing the verification code into the <head> section of your website’s homepage
- Once this is added, go back into the “Brand Safety” section of Facebook Ads Manager and click “Verify”
The changes and impacts of the iOS 14 update aren’t great news for small businesses that rely on personalized advertising for their income. However, it’s important as an advertiser to stay on top of the latest news to ensure you’re adapting to the changes and getting the most out of your advertising spend.
Copious Consulting is committed to keeping you up-to-date with these changes as and when they occur, so stay tuned for updates