How to Stay Profitable In the Face of More iOS Tracking Updates
You may have heard about the new update coming to iOS 15.
Are you wondering how iOS 15 tracking will affect advertisers?
The crux of it is that there's a new Email Privacy Protection that prevents brands from knowing if an iOS 15 user opened an email.
It also masks the user's IP address, which makes it challenging for advertisers to link the online activity or determine user location.
The new iOS 15 privacy features are going to provide challenges for analytics and tracking software.
It's time to just admit that third-party tracking is going to become obsolete.
Email open tracking from the Apple Mail app will also be obsolete.
Here is what a user would see on the iOS 15 Apple Mail app when they choose to hide their email from trackers:
Take your customers’ privacy seriously.
The only way to be privacy compliant is to use first-party tracking technology.
It’s easier than you think to ditch the creepy internet stalking across websites and apps that happens with third-party tracking.
How are Facebook and other advertising platforms are affected by iOS 15?
- Facebook tracks users across websites using third-party view and click data acquired in a multitude of ways.
- They use this information to determine user behavior across entire web browsing sessions across many websites and apps.
- Third-party data sniffing of user behavior or data off-site or off-session is not privacy compliant and is quickly becoming outdated.
How can you still get positive advertising results in the face of iOS 15 challenges?
- An easy iOS 15 marketing strategy to mitigate the negative effects is to pivot your strategy to focus on the collection of first-party data (like emails) instead of relying on audiences created from aggregated third-party data (like Facebook).
- Collecting emails at the TOF when targeting cold traffic is going to be untouched. This first-party data collection will become critical to capture and use.
- Conversion integrations with Facebook, Google, and Amazon are critical.
- Demand ROI from cold traffic campaigns based on actual clicks, not modeled data.
- Diversify to channels other than Facebook. Most Wicked clients use multiple cold traffic sources such as Google Search, YouTube, Pinterest, Bing, TikTok, and others.
The only way your brand can be privacy compliant in 2021 is to use first-party data.
First-party data connects click data to your brand's website. Your brand is the only one who can use that data. This is not only compliant with GDPR and CCPA privacy laws, but it's just the right thing to do.
Not only that, but using a first-party data solution like Wicked Reports also gets you the most accurate attribution. Accurate data makes decisions to kill, chill or scale campaigns a breeze.
Not sure how to use a first-party data strategy to optimize your ROI and get great cold traffic results? Get a free demo of Wicked Reports here.