To use a personal story, in the past few months, I’ve noticed my iPhone has gotten significantly smarter about showcasing content I might be more interested in within the preview pane. Some have made recent announcements about stepping into news, magazine, and video content so there is now a real opportunity for them to create a real power hub of data and insights. Key mobile phone players' dominance in the hardware and browser space is unquestionable. Old players will use this as an opportunity to re-position themselves in the data space with new (non-ad supported) business models.
There are 7 seven key themes at play to start - each with its own unique implications:ġ. However, the pervasive theme across the board is that it’s time for marketers to really focus on harnessing the power of their 1st party data. The broader industry is focused on exploring new ways to update tracking capabilities, but as the impact of these solutions is still to be determined, there is currently no clear long term solve. Adobe made an announcement around this at their most recent summit, iterating a similar sentiment. So, what’s the advertising industry saying about this? This change will make it tougher to understand what part of the mix (channels and creative) is driving the best attribution, optimizing to performance metrics, and personalizing messaging for recent website visitors. Most of our digital marketing campaigns today that drive performance and ROI rely on: (i) tracking cookies across sites beyond our own, and (ii) the use of 2nd and 3rd party data to enhance our prospecting activity. That said, it opens an important dialogue around the need to empower consumers to determine how and where their data is used. Possibly – but longer term, is it really? The sceptics could argue that this is simply Apple’s way of getting more ownership over the valuable data their users generate. That is currently the baseline for prospecting marketing efforts. It no longer allows 3rd party cookie tracking – even those that last for 24 hours.It removes redirects which can record and track when an activity has happened on a specific landing/checkout page.This is the latest update from the big tech players who have put a spotlight on how they handle their users’ data - at a time where we have recent customer privacy scandals, the EU’s General Data Protection Regulations (GDPR), and soon California Consumer Privacy Act (CCPA). This term refers to Apple’s take on protecting their users from internet tracking, and by extension ad targeting, when surfing the web using Safari or iOS. In the past few months, there's been chatter about what might superficially feel like a new buzzword… Intelligent Tracking Protection (ITP).