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.

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 |

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