It’s safe to say over the last few months significant changes have drastically impacted the course of advertising. Let’s unpack this topic in small, snackable bits.
Apple recently released an iOS update for its products that require app developers to ask for permission to track a users’ behavior across Apple products. This is big news for Facebook, since the tech company relies on data for practically all its decisions and profit. Facebook was involved in a major data scandal in 2018, where Cambridge Analytica, a political-research firm, used a third-party app through Facebook to use and secretly kept data on 50 million Facebook users without their permission.
Facebook’s advertising is what drives the platform’s revenue. Without the tracking they’ve relied on for decades, Facebook may be in big trouble if people opt-out to be tracked and retargeted.
Why does this matter? It may affect the growth and advertising revenue for platforms like Facebook.
What does it mean for advertisers? It may be even harder to reach your audiences online if they’ve opted out of tracking.
Here’s a simple example of what this update looks like from Social Media Examiner:
“A user sees that their Facebook friend shared a link to your clothing store on their feed. The user, who denied Facebook permission to track them, clicks the link. Neither your store nor Facebook will have any knowledge of what the user looks at, clicks, or buys on the site. This is also the case on websites and apps that are publishers in Facebook Audience Network.”
Facebook specifically has code embedded in millions of apps to collect data to target audiences wherever it wants — this cuts that off.
After years of snacking on cookies, Google announced their cookies are crumbling––by 2022, third-party cookies will be phased out with Google. Cookies allow third-party sites to track users across the web in order to be retargeted for relevant products and services through digital advertising.
Google doesn’t think this is the death of digital advertising as we know it, just a more streamlined approach to targeting users.
Why does this matter? Advertisers and users will have a very different relationship moving forward. It will be more intentional––you will no longer see an Amazon product in your cart appear on CNN.com as a banner ad while you’re reading your morning news feed.
What does it mean for advertisers? Advertisers will need to look inward, define the exact audiences they are trying to target, and reinvest time into building more specific digital ad strategies that get to audiences directly.
Advertisers will need to shift to new, innovative ways to reach their audiences at the right moments. By being more calculated and thoughtful about audience’s wants, needs, and challenges, advertisers will still be able to hit their targets with the right message at the right time.
Here are a few ways that may happen:
What all this means is advertisers have their work cut out for them as these new changes in the digital landscape phase-out. What it doesn’t mean is digital advertising is dead.
Digital media evolves faster than any of us can keep up, and this is yet another step in the right direction to a more authentic, transparent, and real digital experience for all.
These privacy regulations set in place are there to protect us as individual users. But, what people are neglecting to see is these regulations are there to create an opportunity for big organizations. It’s a chance to cut out the noise, and get thoughtful about how to reach the right audiences who have real interest in your brand.
The relationship between a brand and its audience is about to change when it comes to advertising. Stronger relationships are bound to come out of this new advertising age, leading to a higher likelihood of retainer clients, repeat customers, engaged users, and advertising that truly solves a challenge for a user.