Stark Services was an HVAC – Plumbing company in Dallas, TX and part of Church Services...
Apple’s latest changes with the iOS 14 update includes the App Tracking Transparency (ATT) policy that’s enabling users to further protect their privacy on Apple devices. From a consumer standpoint, online control over one’s privacy is always a good thing. But the change seems to have a lot of advertisers scrambling to adapt.
Apple has already begun to require that all apps in the App Store show a prompt to their users on their devices that upgrade to iOS 14. The prompt allows the user to “Allow Tracking” or prohibit tracking which will block certain data collection and sharing. This makes the user more aware of whether or not they are being tracked by the apps they’re using.
From an advertiser standpoint, it can affect how we receive and process conversion events on our digital campaigns from tools like the Facebook pixel & Google Pixel. If our campaigns include advertising on mobile apps and target as well as report on web conversion events from Facebook and Google tools, users can block that data through ATT.
For users who have opted out, if we are running a retargeting campaigns which are based upon tracking on iOS 14 devices, we’ll be limited in how we can personalize our display ads based upon their browsing and purchasing history. This also will limit our reporting on campaign performance and conversion events for both app and web users.
We’re always committed to providing our clients with strategic advertising using data to refine our digital campaigns. Here’s what we’re going to do in response to those changes:
Since ATT is a new development as of Jan 28, 2021, we’ll be monitoring the effects of this update from now on. As we learn more, we’ll provide updates and additional resources to support our clients’ advertising campaigns as they become available. As always, feel free to reach out to us if you have any concerns or questions.