Apple Keeps Clipping Meta and Google's Advertising Wings
iOS 16, the latest version of Apple's mobile operating system, has introduced several new features that have the potential to significantly impact digital advertising.
One of the most notable changes in iOS 16 is the introduction of App Tracking Transparency (ATT), which requires apps to ask for user permission before tracking their data. This includes data such as location, browsing history, and purchase history, which are commonly used by advertisers to target ads to specific users.
The introduction of ATT is likely to have a significant impact on digital advertising, as many users are expected to opt out of tracking. This will make it harder for advertisers to target ads to specific groups of users, and could lead to a decrease in the effectiveness of digital advertising campaigns.
Another change in iOS 16 that could impact digital advertising is the introduction of privacy labels. These labels will provide users with information about the data that apps collect and how it is used, which could lead to users being more cautious about which apps they download and use. This could also make it more difficult for advertisers to reach users through apps that are not transparent about their data practices.
Finally, iOS 16 also includes changes to the way that apps can access the device's IDFA (Identifier for Advertisers), which is used to track and target ads to specific users. The new version of iOS 16 will prompt users to opt-in to share their IDFA, which could mean that fewer users will be tracked, and advertisers will be less able to target ads to specific users.
Overall, iOS 16 is likely to have a significant impact on digital advertising, making it more difficult for advertisers to reach and target specific groups of users. This could lead to a decrease in the effectiveness of digital advertising campaigns and could result in a shift towards more general advertising strategies.
However, it's also important to note that this could also make the digital advertising more transparent and privacy friendly for the users which is a positive outcome.
It remains to be seen how these changes will play out in the long term, but for now, advertisers will need to adapt to the new limitations imposed by iOS 16 in order to continue reaching and engaging with their target audiences