Welcome to the latest iOS 14 and MacOS Big Sur Updates. Which has already sparked some flints in the Ad world.
Not long ago, we could see Big Billboards everywhere which read “Privacy is King” from our beloved Tech Giant Apple Inc. and Apple has done what it has said.
An event where all the tech-savvy and all the eyes around the globe were fixed on Tim Cook explaining the new features of iOS 14 which included Widgets and an App Library. There was a section completely based on Privacy. You can watch it here if in case you have missed it. This section started and let me quote Tim Cook.
At Apple we believe that privacy is a fundamental human right — Tim Cook at WWDC 2020 DK
and slowly went on to explain the steps of how Apple is going to protect the privacy of the end users. Which felt really good.
It’s all just amazing how the internet has developed so much right? But the backbone is, all these websites, applications and mobile phones are tracking user’s activity and keeping a note of what the user is actually doing on these platforms.
later this data is collected and ads are displayed according to the user’s search history or let’s say requirements.
Many applications have an Advertising identifier (IDFA) which allows developers and marketers to track the activity of the users for Advertising purposes.
Many marketers and Ad agencies which are backed by non-other than Google and Facebook run campaigns to get data on users’ activity, like search activity, purchase history, website visits etc.
Almost 80% applications present on App Store and Playstore use Google or Facebook ad SDKs to manage ads inside their application
The new Apple iOS 14 and MacOS Big Sur Apple are about to chop the ad agency right from its hands where it takes the data from users.
When the phone updates to the latest iOS 14 the user is greeted with a dialogue that asks users to select from “ Allow Tracking” or “Ask Apps Not to Track” and any user who is in their right mind will always select the second option.
Apple is crippling its own IDFA to prevent ad agencies from tracking users’ activities.
With MacOS Big Sur coming out this fall and all the applications getting updated to the new MacOS. Apple recently updated its default browser Safari.
The recent update had many features like a new arrangement of tabs, a custom home page etc. But most important was Safari Shield which blocks websites from tracking you.
Never thought Medium could be tracking us right?
also gives us a complete report on websites tracking and profiling us.
I don’t feel Google has any option left. Now that these things are out on the ground. Google will have to inculcate these changes into Android or will get a huge backlash from the Android community and users who are fighting for privacy. So sooner or later, but I think it will be sooner, Google will also come up with its own system to prevent trackers from tracking users’ activities.
While Apple now and Google in future closing the gates for tracking users’ activities. It will be Facebook left with no other option in hand to save itself. Unlike Apple and Google Facebook does not have its own operating system, or product which will help Facebook sustain itself other than ads.
Also, our beloved Mark has been quiet in the Bloom light for some time for privacy concerns and is also fighting against ad boycotts in recent times. Finally, Facebook will have to come up with a new strategy or make ties with Apple’s new ad tracking policy. Or it will be just like a cat on a vacuum cleaner, not knowing what to do.
also, it has come to my knowledge that a cat on vacuum results in a lot of Claps, so here it is.
Well, sadly the answer to the above question is NO. We will still be getting ads. The change will be that ads won’t be personalised and will have nothing to do with user activity. This will drastically alter the algorithm and ad market which is running now and will slowly decrease its value.
More apple has come up with its own ad tracking system SKAdNetwork where only ads will be tracked and no user data will take into consideration. creating a synchronised delivery of ads throughout the Apple platform.
Apple might face criticism from ad agencies but being one of the biggest tech industries and one of the leading industries in Mobile and Computer. Ad agencies have no option rather to accept this new policy if they want to stay in the game.
Thank you for reading this, if you have any questions or recommendations, do let me know in the comments below.