20 May 2021 |
Media and Advertising Industry
After the first week of IOS 14.5 rolling out, Apple has seen a mere 4% of users are opting in to tracking through their apps, according to Verizon Media. Confirming advertisers fears leading up to the release, this low acceptance rate will imminently cause issues with reaching populations of IOS users. This will have a domino effect on targeting specific audiences, with limitations across Facebook and Instagram greatly decreasing potential audience size.
Apple CEO, Tim Cook, has to date been a firm, public supporter of the users ability to control the privacy of their data. Going head to head with Facebook founder, Mark Zuckerberg, Cook has announced via Twitter “We believe users should have the choice over the data that is being collected about them and how it’s used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first”.
Facebook has responded, arguing that the changes will not only affect their revenue but warns that small business owners and publishers will be hurt the most by changes. Facebook released a statement, revealing an up to 50-69% potential revenue decrease for these businesses. Facebook has not been shy in combating the release of Apple’s App-Tracking Transparency feature, openly announcing they disagree with the approach of Apple. Facebook is attempting to undo Apple’s front of respecting user privacy, reminding users that profit remains the primary concern behind the new release.
With two of the world’s most prominent tech giants facing a head on collision, historic data privacy breach concerns are resurfacing in consumer’s minds. Following the Cambridge Analytica data leak scandal as well as the 2016 election repercussions, users have proved they will grasp onto any element of control they are offered. Studies undertaken on data and privacy behaviours, such as Americans & Privacy (2019) by Pew Research Centre, have depicted a majority population of concerned & confused tech users. According to this research, roughly eight in ten US adults believe they have little or no control over their data harvested by government and companies.
Despite the apparent war between Apple & Facebook, low IOS14.5 adoption rates and the ongoing privacy discussion, this is only the beginning of an emerging tech paradigm. With changes occurring rapidly and producing waves of confusion, ADMATIC is committed to staying up to date on the latest in media tech news. As we take this journey alongside you, feel free to reach out with any questions or queries.Next Article