iOS changes affect audience tracking

[22 January] Changes as part of Apple’s iOS14 update are going to make it harder for brands to target consumers directly via their mobile handset.

An IDFA, which is a unique Identifier for Advertisers, is assigned by Apple to a user’s device. It allows advertisers to track and identify users, without revealing personal information. IDFA tracking means in-app events and mobile ad campaigns are traceable, allowing attribution and monetisation of campaigns based on clicks.

No confirmed dates for the release of iOS14 have been announced as yet, however it’s expected to be early 2021. The release brings changes to the IDFA and equips users with an easier way to restrict data shared with app developers. Currently, around 70% of users share their data, however it’s anticipated this may fall to 10-15%.

For advertisers, ad tracking and metrics are a gold mine, giving unrivalled insights into audience behaviours. At PML Group, we capitalise on the anonymised user data too; it powers our Locomizer, Apple and Google mobility information.

Online is changing and the role of contextual advertising is going to become even more important. Out of Home continues to work hard to deliver content to audiences, with enhanced targeting facilities to reach niche groups. Digital, and in particular Dynamic DOOH allows brands to talk directly to consumers, using relevance in their surroundings, environment or content to build engagement and positive brand associations.