A win for consumer privacy, a loss for serving relevant ads
Google’s advertising identifier is ‘GAID’, Apple’s Identifier for Advertisers is ‘IDFA’. Both help mobile marketers to attribute ad spend and f.e. initiate retargeting campaigns.
The new iOS update (based on previous updates; more than half of iOS users will update and install iOS 14) does not provide IDFA (identifier) codes - f.e. to attribute adspend and to initiate retargeting campaigns.
Essentially; a phone owner needs to actively opt-in to allow ‘limit ad trafficking’ in order for the device to pass the IDFA identifier. When doing so, this scary pop-up appears:
Although this development/update is very beneficial for consumer privacy, serving of relevant ads - on iOS - will become very difficult. Perhaps most critically, is the impact this has regarding spend - on the two biggest platforms - for mobile user acquisition: Google and Facebook.
Google and Facebook almost always show the highest return/ROI on adspend. But, as most experts know, this largely due to the fact that both have immense amounts of data, hence more attribution ‘moments’ are reported.
Let’s see how this develops. Questions? Need advise? Reach out!