![]() Though traditional remarketing will see a substantial shift and eventual end, there’s a project underway known as FLEDGE, which builds upon a previous Google Chrome proposal called TURTLEDOVE. This is known as Federated Learning of Cohorts (FLoC), and Google says advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising. Meanwhile, Google is working on a solution that will group people with common interests. Instead, they’ll simply stop using information that violates Apple’s App Tracking Transparency (ATT) policy. Google doesn’t plan to display Apple’s required privacy modal - the one that lets users opt in or out of tracking - on their suite of apps. Let’s take a look at what specific platforms recommend. When ready, you can be one of the first to adopt them. There are numerous technologies in development that will be game-changing for both consumers and advertisers. Moving forward, the most important thing is to keep an eye on the latest updates. If you’ve spent a great deal of time and resources developing a strong email list, it’s about to pay off big time. You may no longer be able to remarket to past users based on cookie data, but you can still use properly hashed first-party data (such as a list of past customers who have given you permission to market to them) to run ads. If your campaigns start to suffer, a temporary fix could be to reallocate all, or most of, your spending to users on Android devices. Strategies to mitigate the impactįor now, marketers will still be able to collect information from people that use Android devices. Other initiatives have followed - like California’s Consumer Privacy Act.Īpple will ask users to opt in or out of data tracking when they log into apps that engage in what Apple defines as “tracking.” It’s expected that most people will opt out and marketers will lose a lot of insight into the activity on one billion active iPhones. GDPR was one major step aimed at placing the control of personal data back into the hands of users from the European Economic Community. The reason for the changes in tracking by Apple, and later Google, is to enhance privacy for users around the globe. But all of us are confident about the strong future of eCommerce and the new tools and strategies that will soon come about. Nobody knows exactly how the impact of this and other changes will play out. We’ll share insights from some of our individual partners below, but all of them say that there’s a lot of uncertainty in the future. This again will lead to less efficient campaigns and higher overall costs. It also means greater difficulty in understanding what campaigns are having the largest impact on sales. The result of less accurate ad targeting and less transparent conversion measurements will likely mean higher ad costs, at least in the short term, for store owners. For example, it will be much harder to target campaigns based on users’ interests or browsing history. WooCommerce merchants who use these platforms for advertising should expect to see changes to reporting, targeting, and performance due to less data being available from opted-out iOS14 users. The new requirements will impact advertisers because apps will no longer be able to pass along certain information for detailed ad targeting and conversion results if they do not have permission from users. Only allow advertisers to track conversions from users who opt out of tracking by using privacy-centric solutions.A “privacy modal” is the term for the prompt that will be shown to users. Ask users for permission before tracking them across different apps and sites owned by other companies.Provide users with information about their data collection practices. ![]() Apple’s requirements for iOS 14 app developers are that they (in summary): ![]() ![]() It also affects the marketing results of advertisers, such as WooCommerce stores, who run campaigns on these applications. This impacts our partners who have built their own apps, like Facebook, Google, and Snapchat. What’s changing?Īpple is requiring that all app developers comply with new policies. The key for marketers is an open mind toward adapting practices to the new world. These changes are just the first in a wave anticipated by other major players like Google - all of which will reduce marketers’ ability to track users and eliminate certain long-held, common advertising practices.īut, just like other changes in the rapidly expanding digital climate, they also bring new opportunities and improvements for both users and store owners. And with it comes a slew of new changes for online marketers. The much-anticipated iOS 14 update from Apple has arrived.
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