Since the rollout of IOS 14, Apple users are now prompted whether or not they want to allow apps to track them across other apps in order to gather data about the user’s online behaviours and interests.
This allowed digital marketing platforms such as Facebook to leverage this data by serving ads to users who would be most likely to purchase.
So, what happens when the user clicks ‘Do Not Allow’?
These changes initially caused a stir, with marketers fearing for the success of their ads after the changes to user’s privacy. As a facebook advertising agency, we’ve seen a bit of a shake up in our marketing strategies as a result, and have had to adapt our approach to take these changes in user privacy into consideration.
For more details on what exactly these IOS14 changes entailed, see our blog on how to adapt to them.
Ultimately, Facebook is having to adapt to these new privacy settings by using conversion tracking instead of the pixel and plotting new ways to effectively market digital ads to Facebook users while respecting their privacy choices.
So, how exactly do they plan to do this?
In an interview with “The Verge”, Graham Mudd, the Vice Principle of Facebook Product Marketing told all about how the company is planning to overcome the challenges surrounding new privacy laws, essentially remodelling the ad software to work just as effectively while requiring less data.
He said “Access to data will become more limited over the course of the next couple of years” and “We’re embracing and trying to build for that future”.
He went on to describe new privacy-enhancing technologies that allow for measurement and optimisation, without having to learn new information about the user or retain any data.
What This Means For The Future Of Digital Marketing
Over time, changes are likely to happen and the platforms may not be as we know them currently.
One key change for example, is access to lookalike and custom audiences. Graham Mudd commented that if the user still consents to sharing their data, then not much will change.
But if the user does not consent, then we will see more privacy-enhancing technologies such as multi-party computation which helps Facebook know which types of people would find an ad relevant without ever having to learn about individual people.
Secure multi-party computation refers to a cryptographic protocol that sends a message to multiple parties and where individual data is not accessible. Essentially, sharing data while protecting the data of specific individuals.
To sum up, try not to worry too much.
Best believe that advertising giants such as Facebook will find a way to integrate new privacy laws into their software without compromising the quality of it, and perhaps even generate new ways to advertise to consumers.
Just sit back, relax, and optimise those accounts.