Let’s face it, there’s been a lot of panic and ruffled feathers about the upcoming App Tracking Transparency (ATT) changes that Apple will roll out in early Spring 2021. First and foremost, there is no need to panic! This post explains the changes in simple terms and ends with 5 top action items to be prepared.
Breaking News: Paid advertising is about to take a hit in effectiveness. Consumer data privacy measures by the tech giants and ever-tightening privacy regulations – GDPR, CCPA, phasing out of third-party cookies, Apple iOS 14/IDFA changes – means paid advertising is going to be less trackable and less effective going into 2021 and 2022. Multi-channel attribution is going to be harder and more probabilistic than deterministic.
…there is somewhat of a revolt going on against tracking cookies, and we, as advertisers, should be aware of it so we can pivot to protect ourselves. With a slight tweak to our ad targeting approach, we can stay ahead of the curve of this unstoppable trend and stop relying on third-party cookies!