Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Fundamentals of Social Media Marketing

Start the Course
Close
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing
Free Social Media Course
View Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Apple's privacy update: What does it mean for your mobile ad strategy?

By Eric Choma

Eric Choma also recommends this free course, Fundamentals of Social Media Marketing.

Apple's privacy update: What does it mean for your mobile ad strategy?

Facebook has been getting loads of bad publicity of later (not even considering the viral picture of Mark Zuckerberg on a surfboard).

Free Course: Fundamentals of Social Media Marketing

Mark Zuckerberg mocked after plastering sunscreen on his face ...via The Daily Mail

After losing billions of revenue to advertiser boycotts, Facebook has another problem on its hands; Apple released new privacy restrictions around mobile ads during the Worldwide Developers Conference (WWDC) last month.

Facebook is one of the most dominant players in an $80 billion mobile advertising industry. With this change, however, advertisers are scrambling to come up with new targeting strategies, which puts a huge percentage of that revenue at risk.

What did Apple announce?

Apple effectively “killed” the Identifier for Advertisers, or IDFA.

Previously, in every version of iOS for iPhone and iPad, a user’s IDFA was visible to ad networks and mobile advertisers and was used for ad targeting purposes.

Currently, if you have an iPhone or iPad running iOS 13 or earlier, your IDFA is visible to advertisers unless you opt-out. After Apple’s privacy update is effective, users will be opted out by default.

In the past, the IDFA helped mobile marketers attribute their ad spend.

When a company runs user acquisition campaigns to gain new mobile customers, they are able to connect a click on an ad with an eventual app install on a specific device — all through the IDFA.

As a result of Apple’s recently announced change, advertisers and ad networks are forced to find new ways to target their audience.

The key to successful paid campaigns is good targeting. The ability to target relevant advertising yields high returns for both the advertiser and the ad network.

That’s why Apple's announcement is such a big deal to marketers and business owners alike.

By effectively killing the IDFA, Apple will force marketers everywhere to change the way we approach Facebook mobile ads.

🔎Related reading: What a cookie-free Google Chrome means for marketers

How does Facebook use your IDFA?

Facebook uses the IDFA — and the Android equivalent from Google, GAID — to accumulate data on what billions of people do on the platform.

Facebook then uses that data to target app install ads, which push you to download a specific app or game.

You know the 15-second ads that interrupt your free game and require you to X out? Those are app install ads.

The IDFA is a mobile identifier for all Apple devices, so Facebook is able to tell if you’ve clicked an ad, and whether or not you downloaded the app as a result.

The IDFA allows the company to track how many people clicked the ad, as well as how many ended up downloading the related app.

Because of the amount of aggregate data companies could accumulate with the IDFA, Facebook can find the people who are most likely to install the app. Further, Facebook could identify targets that are also likely to do specific things inside it, like in-app purchases.

Should you adjust your strategy?

Will this change the way you advertise on Facebook and its family of apps? Yes, according to Facebook expert Ali Parmelee, but it’s not without precedent.

Ali anticipates that “we’ll see a little bit of a loss attribution, but nothing we haven’t dealt with before with each new privacy rollout.”

According to Ali, this update will  “definitely affect app installs [the most]. And it may affect some of the data" to other advertisers as well. 

So, what is IMPACT doing for its clients on Facebook to get ahead?

“IMPACT has a very specific strategy that focuses on lookalikes from our own data, which will always be much stronger than interests-based targeting. For example, some of our consistently strong audiences are lookalikes off of lifetime purchases or multiple purchases.”

In short, the name of the game is adaptability. Relying too heavily on one source of data can leave you vulnerable.

While it is clear that this update will affect the mobile ad landscape, the question becomes: how can you adapt to the new rules of the game and continue to win?

If you'd like to discuss your paid media advertising with our experts, check out our services page to see what we can do for your business!

Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Topics:

News
Facebook Marketing
Data Security
Paid Media
Published on July 24, 2020

Recent Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 3 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Why most marketing 'news' doesn't matter to inbound marketers
August 3, 2021 • 4 min read
Gartner: Slashed 2021 marketing budgets increases in-house ownership
July 30, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
Apple Mail privacy news spooks email marketers, newsletter creators
June 16, 2021 • 4 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read