How does Apple’s iOS 14 update affect e -commerce advertising

Apple’s highly anticipated iOS 14 update has arrived. Followed by a series of new changes from online marketers. These changes are just the first in the wave expected by other major participants such as Google -all these will reduce the ability of marketers to track users and eliminate some long -term common advertising practices.

However, just like other changes in the rapidly expanding digital environment, they have also brought new opportunities and improvements to users and owners. The key to marketers is to be open to the practice of adapting to the new world.

What are the changes?

Apple requires all application developers to abide by new policies. This will affect our partners to build our own applications, such as Facebook, Google, and Snapchat. It also affects the marketing results of advertisers, such as the Woocommerce store that runs activities on these applications. Apple’s requirements for iOS 14 application developers are (all in all):

to users Provide information about its data collection practice.

1. Before the different applications and websites owned by other companies, please obtain user permits. \”Privacy mode\” is the term that will be displayed to the user.
2. Only allow advertisers to use privacy -centered solutions to track the transformation of users who choose to withdraw.

The new requirement will have an impact on advertisers, because if the user permits, the application will no longer pass on some information to obtain detailed advertising positioning and transformation results.

Because there are fewer data available to the exit iOS14 users, Woocommerce merchants using these platforms for advertising should see changes in reports, positioning and performance. For example, positioning the advertising series based on user interests or browsing history will become more difficult.

The results of inaccurate advertising and opaque measurement may mean that the owner’s advertising cost is higher, at least in the short term. This also means that it is more difficult to understand which activities have the greatest impact on sales. This will lead to a reduction in activity efficiency and increased overall cost.

IWe will share the opinions of some personal partners below, but they all say that there will be a lot of uncertainty in the future. No one knows exactly how this change and other changes will play a role. But all of us are confident in the strong future of e -commerce and the new tools and strategies that are about to appear.

Why does it change?

The reason why Apple and later Google changed the follow -up to enhance the privacy of global users. GDPR is an important step aimed at paying personal data control to the European economic community users. Other measures have also followed -for example, California’s Consumer Privacy Law.

When the user logs in to the application defined as \”tracking\”, Apple will ask the user to choose to join or exit the data tracking. It is expected that most people will choose to withdraw, and marketers will lose a lot of insight into 1 billion active iPhone activities.

A strategy of reducing the impact At present, marketers can still be able to use Android devices Collect information there. If your advertising series starts to be affected, the temporary solution may be to redefine all or most of your expenditures to users on Android devices.

You may not be able to market users in the past based on Cookie data, but you can still use the first part of the first part of the first part of the process (such as allowing you to make a list of past customers who are marketing). Come to advertise. If you spend a lot of time and resources to develop strong email lists, it will get a huge return.

Looking at the future, the most important thing is to pay close attention to the latest update. Many technologies that are developing will change the rules of consumers and advertisers. After you are ready, you can be the first person to use them.

Let’s take a look at the content recommended by the specific platform.

Google Google does not intend to display Apple requirements on their application kits on their application kit Privacy mode -allows users to choose to join or exit the tracking mode. Instead, they will only stop using information that violates the Apple Tracking Transparency (ATT) policy.

At the same time, Google is studying a solution to group people with common interest. This is known as the combined learning (FLOC). Google said that compared with Cookie -based advertisements, advertisers expect at least 95% of each cost of $ 1Transformation.

Although traditional re -marketing will change significantly and eventually end, a project named Fledge is in progress. The project is based on the previous Google Chrome proposal Turtledove. In the future, these procedures are expected to evolve into a solution to help store owners contact previous website visitors while protecting their privacy.

Another measure that has not yet been put into production but the same important measure is that Google browser strives to find ways to summar Users’ wide information to protect their identity, while allowing marketers to effectively measure conversion and other key results. This is essential for marketers to create active investment returns. How to prepare:

Google suggested that you

Use the global site code or Google tracking code manager to implement the range of the site. They also suggested that advertisers upgrade to the latest version of Google Analytics for Firebase to obtain new features including Skadnetwork support. Moreover, as marketers should do on all platforms, pay close attention to iOS application activities and adjust expenses accordingly.

Snapchat

Snapchat has been paying attention to privacy since the first day. He said, \”This is why we have the idea of \u200b\u200bintroducing temporary media in Snapchat -setting a hypothesis Just like in real life, you are not always \”recorded in the case.\”