Apple iOS, IDFA, and the New Landscape of Targeting

Earlier this year, the launch of Apple iOS 14 and subsequent versions enabled a significant segment of consumers increased privacy controls in their smartphone experiences. IDFA, or IDentification for Advertisers, is a new iOS protocol aimed at protecting consumer privacy. It is also providing Apple with a walled-garden of user data, serving up a rare dose of data-scarcity to other big tech firms and publishers (especially Google and Facebook).

The key take-away here? Advertisers need to adjust. Now.

ios-privacy-opt-in-rate-usWhat does this mean for advertisers and marketers? Fewer available endpoints in their targeted marketing efforts and — as a result — increased unit rates. Users in the iOS ecosystems now control on an app-level who is allowed to track them. Early indications are barely surprising: many iOS users in the US are opting-out of sharing this data with app developers. The US lags many other developed countries in opt-in rate, in-step with heightened privacy concerns at home.

Given Apple’s penetration of the US smartphone market, this is a significant challenge for advertisers in 2021. The smartphone maker’s iOS operating system accounts for more than half of US users, and this share continues to push upward.
iOS-us-market-share-smartphones

ESA highlighted these concerns and strategy points for local media executives in the firm’s Big Picture 2022 webinar on September 27th.

Make no mistake: This new feature provides a key window of opportunity to provide solutions to businesses seeing a drop in efficacy of their digital targeting efforts during 2021.

Looking for more details of IDFA and what it means for advertisers? Be sure to read CMS Wire’s in-depth article on the nuts and bolts of this disruption. Contact ESA for key strategy moves to make today.

Also worth a read:
Apple’s Impact at the Local Dealership | ESAROI.com


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