Apple has announced on 20th April 2021 that general availability of iOS 14.5 will be released next week and it shall start requiring applications in the App Store to acquire permission to track the users across applications and websites possessed by third parties for advertising and measurement purposes via its AppTrackingTransparency framework. The instant requirement of Apple will prohibit specific data collection and sharing by businesses unless people opt in. This will create hindrance for businesses that use Facebook advertising for mobile applications on iOS devices, as well as that operate business results through their website.
Consisting of these iOS 14 changes, as the release of iOS 14.5 comes, Facebook will execute new advertiser experiences and measurement protocols, including Apple’s SKAdNetwork API and Facebook’s Aggregated Event Measurement. These protocols control, cluster and hold up reporting,while continuing to enable the measurement of campaign results, with limitations.
Advertisers can anticipate to see changes in Facebook’s business and advertising tools set up, audience selection, delivery, measurement, and reporting.
There are a number of actions that you will need to do if your business currently runs ads on Facebook and Instagram, they are as follows:
- If you use a Mobile Measurement Partner, confirm you’re using the version of their SDK that supports Apple’s SKAdNetwork API.
- For optimization of App Events, Value and Mobile App Installs with Automated App Ads, set up your conversion schema in Event Manager.
- Plan to create changes in iOS 14 app install campaigns with one ad account per app, nine campaigns per app and five ad sets per campaign of the same optimization type.
- Verify your domain in Facebook business manager, if required.
- Set up and prioritize up to eight web events per domain in Events Manager.
- Review ads and ad sets that will be paused via the Resource Center tab in Facebook Ads Manager and update or replace them.
It is important to realize that there could be disruptions to your Facebook if you do not take these actions.
- There could be an inability to create mobile app install ad campaigns targeting users on iOS 14 updates and above.
- There will be limited access to certain optimization choices and the pause of certain ad sets
- Ad performance impact as delivery to users on iOS 14.5 and above may decline for certain ad sets
Looking forward to the future of advertising, it is important to recognize that the ways of collecting and using data by digital advertising evolve. While expressing the concerns about Apple’s approach, it is important to give people more control over how their data is used to refine advertising relevance.
Ultimately, Apple is investing in new approaches to privacy-enhancing technology and establishing a personalized advertising ecosystem that depends on little data, while helping to ensure a level fair game for both large and small businesses.
At Facebook, they build privacy into everything they do, including their advertising products. This is why they created tools like Off-Facebook Activity, among others, to help people take control of their data.
Furthermore, they are investing in privacy-enhancing technologies. Those technologies are based on modern cryptographic and statistical techniques that reduce the data they collect, process and share, to help protect it at different stages of the data lifecycle. And while these technologies are an important part of their work to build a technical foundation that supports privacy, they are still in the early stages of this investment and are continuing to explore their various use cases.
In the context of this effort, Facebook is exploring advertising solutions that process aggregated data for purposes like measurement. Such as, they are implementing aggregated events measurement, which restricts access to the individually identifiable information they process. In addition, they are exploring an approach known as “federated learning,” which is designed to keep personal data confined on a person’s device. On the technical side, they have shared research proposals with their industry colleagues on other privacy-focused solutions like Blind Signatures to alleviate ad fraud and private matching to deliver insights from data without sharing raw data with third parties.
Moving forward, Facebook shall continue to provide clear guidance for advertisers as they evolve their products and deprecate tools and features that no longer offer advertisers value — so that advertisers can continue to use ads to drive their business goals. In parallel, they will continue to update their tools in a privacy-enhancing way for consumers and advertisers, while allowing advertisers to still optimize and measure campaigns. Get in touch with digital marketing experts who will help you set up and prepare you for the digital world post the iOS 14 implementation.