Apple’s iOS 14.5 update launched last week, and you may have heard more about it than you have with past iOS updates. The reason for this is that Apple is making good on a promise to its users to offer greater security of personal information shared across its delivery devices. In the name of driving clicks, however, many headlines that relate to the potential impact on advertisers tend to foster fear. As your partner agency we want to be transparent in explaining the changes and how they may affect the future of digital advertising and assure you that SweetScience is working proactively to minimize the impact of iOS 14.5 for our clients.
The most notable change of iOS 14.5 that affects advertisers is the replacement of the default “opt-in” of sharing third-party data. Users will now have to make an informed and actioned decision regarding tracking. When a user opens an app, such as Pinterest, they will be prompted to respond to the following question, “Allow Pinterest to track your activity across other companies’ apps and websites?” This decision holds great power in terms of the potential effect on targeting, tracking, and reporting of behaviors, interests, and conversions. One thing to remember is that this is strictly limited to iOS 14.5, iPadOS 14.5, and tvOS 14.5 users, and has no jurisdiction over Android users.
Our tactical response to the iOS 14.5 update will further reinforce why the hands-on (and not strictly machine-based) planning and optimization SweetScience provides will become even more valuable to driving the success of our clients’ future digital campaigns. Our agency commitment of turning challenger brands into champions flows through everything we do. The changes that iOS 14.5 has on the digital-advertising landscape is just one more challenge we readily accept on the road to building champions.
SweetScience is not a one-size-fits-all agency, and likewise, neither is the solution to addressing the impact of Apple’s iOS 14.5 update on our clients. For more information on how Apple’s iOS 14.5 update may impact the planning, execution, and results of current or future in-market campaigns run in partnership with SweetScience, please reach out to Stephen Castrianni, Dir. Digital Media and Planning SCastrianni@GoSweetScience.com to set up a call with our team.