The advertising world is changing vastly as it relates to data privacy—here’s everything a digital marketer needs to know.
Data privacy-focused advertising is here and it’s surely not going anywhere, and that means advertising and privacy is changing quickly. Big tech companies and digital advertising providers—like Google and Facebook—are pivoting to keep up with the dynamic future of digital advertising, so you may be wondering what this means for your marketing strategy and questioning some of the marketing strategies you’ve implemented in the past.
How was the advertising industry affected by advertising regulations?
One of the driving forces of this change in advertising is Apple’s release of iOS 14.5 and the enforcement of the App Tracking Transparency (ATT). To put it plainly and simply, this prompt lets the user control which apps are tracking their activity across other companies’ apps and websites. While the impacts of this prompt are ever-changing, here’s what digital advertisers should know right now about advertising and privacy for their marketing campaigns.
Do advertisements invade privacy?
Now more than ever, user privacy is of the utmost importance, there’s no doubt about it. However, you still want to make sure you’re doing everything you can to market your product, business, etc. to people who will actually turn into leads and eventually customers. All of that said, the line between ad targeting and invasion of privacy can be a blurred one, but when you steer clear of personalized advertising, you’re less likely to cross that line.
What getting rid of personalized advertising means for advertising and privacy
Historically, advertisers have been able to use app tracking—in conjunction with other strategies like micro-targeted advertising—to serve customers targeted ads based on things they have searched for. By giving customers the ability to decide who can and cannot use app tracking, the ATT prompt has caused marketers to need to shift their focus to other advertising strategies. Fear not, though—this isn’t necessarily bad news for marketers. Change in the digital marketing world is inevitable, and these tactics can help digital marketers run more data-secure ad campaigns. It’s also important to note that this ATT prompt that comes with the iOS 14.5 update does not impact Android users (yet)—who make up 72.83% of the worldwide market share.