Now more than ever, consumers are conscious of the digital footprints they are leaving around the web. We’re all becoming increasingly aware of protecting our online privacy and the security of our sensitive information. Many have also become concerned about the data collected by the websites they visit.
Apple – a company known for being at the forefront of user experience innovation – has seemingly been paying close attention to this growing trend. Their latest mobile operating system update, the now infamous iOS14, works to actively give their customers more control of their privacy. By providing more transparency regarding who and what is tracking their data, Apple is aiming to ensure all users are informed and in control of the information collected about them online.
If you’re a user who has become concerned with how your data is collected, this is great! If you’re a business utilising online advertising, this could mean a huge hit to the profitability and results of your digital tactics.
So why are Facebook so mad? Well, for a platform that has built its advertising offering based on hyper-personalised targeting leading to strong performance, they are understandably concerned that users being in control of their privacy settings will make it difficult for them to continue to deliver.
Facebook is advising iOS users that those who opt-in to the new policy will experience a less streamlined feed and may now receive content that is not relevant to them.
From an advertisers perspective, this will likely lead to less conversions as your content is shown to a broader audience. Due to Apple not allowing Facebook to store, track and share a user’s data for advertisers to utilise there will be less people who can be targeted using Facebook’s interest and in market options.
For those of us who are wanting to continue taking advantage of Facebook Ads, all is not lost! Facebook have helpfully released new algorithm and conversion tracking changes that will endeavour to overcome some of the challenges caused by iOS14.
We’ve pulled the need to know from their article so you can get started:
If you are currently running Facebook Ads and have are concerned that this update will affect you, get in touch! We are happy to review your Facebook account, make suggestions and help you run campaigns!
Want to learn more about recent updates? Check our article about the latest Google Ad changes you should know about.
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