1. What’s the big deal about an iOS update? If you’re an Apple user, you know these iOS updates happen all the time. So what’s all the fuss about this one – magic number 14? It’s all about data tracking permissions. Impacts ability to track events and behavior in response to an ad. Impacts the tracking pixel, targeting and retargeting, conversion and look-alike, even reporting, all of which depend on the tracking pixel. If a user opts out of tracking, the pixel is, in essence, useless. And if someone opts out, they will not see your ads anymore. The pixel is the star in this controversy.
Here’s what’s happening in a nutshell: On the app’s page in the App Store, users will learn from the developers how they plan to use your data, what they will collect, as well as what their privacy policy is. Apps will now have to get your permission to track you (location, email, advertising IDs, events) by you taking the action of opting-in.
Right now, this tracking issue is a factor mainly on mobile… if someone is taking action on a Facebook ad while on their desktop or laptop, the tracking pixel will (for now and presumably) still work as designed. But, it’s important to understand that nearly three-quarters of all Facebook users access the app from a mobile device, as opposed to not even 2% accessing from a laptop or desktop. The percentage of people accessing the app from both – mobile and desktop – is not even 20%. So it stands to reason that mobile apps will be the hardest hit. Retargeting campaigns will be impacted, as well as the size of audience and how an ad campaign performs.