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New Challenges = New OpportunitiesĮven though it’s been several months since Apple launched its iOS 14.5 update, there hasn’t been much information on the size of its impact.

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Platforms like Facebook are now being forced to rethink their business model - it’s likely just a matter of time before they offer advertising opportunities that are more consumer friendly and privacy focused.įacebook is encouraging users to allow tracking in order to keep its apps free of charge.

Marketing has always evolved with the times.

You can segment and target them with campaigns just like you used to with iPhone audiences.

While tracking on third-party properties has become more challenging following the update, Facebook still has a treasure trove of users’ historical data for targeting purposes.

Facebook has also integrated Apple’s SKAdNetwork app attribution API to ensure app-based brands can still measure and assess marketing performance.

Facebook has implemented an Aggregated Event Measurement tool, allowing advertisers to measure web events from iOS 14.5 users.

With major ad platforms, such as Facebook and Instagram, facing major impacts from the iOS 14.5 update, they’ve taken active steps to minimize the disruption to their business: The latest figures show that over 75% of iPhone users have opted out of being tracked. Prior to the iOS 14.5 update, approximately 70% of iPhone users shared their IDFA with app providers.

Apple ios 14.5 release date update#

Initial numbers coming out of the iOS 14.5 update were not great. In other words, Apple has made it more challenging for brands to reach their target audience, deliver relevant ads, and convert shoppers using the same strategies and budgets they had previously enjoyed. ( 98.3 percent of Facebook users access the platform via their phones!) Measure the effectiveness of ad campaigns on platforms with a large mobile app presence, such as Facebook.What does this mean for marketers and advertisers?īy allowing users to opt out of tracking, the ATT policy makes it more difficult for marketers to: Previously, users would have had to navigate through settings and privacy pages to toggle data sharing.

Apple ios 14.5 release date download#

iPhone users who download an app now see a pop-up asking whether they want to opt in or opt out of sharing their Identifier for Advertisers (IDFA), a random identifier assigned to each iOS user that supports targeting, tracking, and attribution capabilities. Long story short, apps now need to ask for permission when using information from other apps or sites to “track” users for marketing purposes. The main marketing-related feature included in the iOS 14.5 update was the new App Tracking Transparency (ATT) policy - this was slated for the iOS 14 update but was pushed to iOS 14.5 instead.

IOS 14.5 came with privacy-first features that, at first glance, seemingly had the potential to wreak havoc on marketing strategies and budgets everywhere - but in reality, that was not the case. Now, with iOS 15 on the horizon, Apple’s privacy-related updates feel like a never-ending tide that keeps crashing on marketers’ heads. What’s Happening With Apple’s iOS Updates?Īpple has been busy in the last few months, starting from iOS 14 in September 2020, which paved the way for the iOS 14.5 update in April 2021. Good thing we’re here to explain - in layman’s terms! - what exactly is going on, why you don’t need to freak out, and what you can do now to future-proof your marketing efforts. We’re not going to sugarcoat it: Apple’s flurry of consumer-first updates in the last few years has rattled the digital advertising space. While it’s exciting that Apple users can now unlock their iPhones with their Apple Watches while wearing a face mask, or report accidents they see on the road with Apple Maps, many marketers are (understandably) concerned about what the iOS 14.5 update for new privacy features mean for their brand. If you’re feeling overwhelmed and confused by all the activity surrounding Apple’s iOS updates, you’re not alone.