Social measurment: The end of the party
The latest updates to Apple's operating systems prioritize privacy and data usage, driven by GDPR and ePrivacy Directive regulations. As concerns about online privacy increase, traditional tracking methods will undergo drastic changes.
The iOS 14 update requires explicit user opt-in for tracking, affecting Facebook advertising. Advertisers will face challenges such as reduced tracking, smaller retargeting audiences, increased cost per action, and limitations in optimization and attribution.
Adapting to this landscape requires embracing new measurement approaches, focusing on real brand outcomes and platform-centric journeys. Alternative tracking solutions like the conversions API and aggregated event measurement can enhance accuracy while respecting user privacy.
Advertisers should also explore new sales measurement methods like marketing mix modeling. Despite the changes, the end result could be a more transparent and privacy-conscious use of consumer data online.