💫VP Measurement, Addressability & Data Center, IAB | ~30 years in media planning & buying, thought leadership, AdTech, analytics, ad ops and strategy | Former ad agency & brand marketer executive
I 📱🍏 Apple has done it again! Their latest iOS 17 privacy changes are going to cause a stir in the world of digital marketing affecting link decorations. As of May 30, 2023, close to 81% of iPhones in the world are running iOS 16 and 90% of all devices introduced in the last four years use iOS 16. 📍iOS 16 adoption hit 69% in less than 3 months when it was released in September 2022. With the holidays coming soon, I expect that 70% of iPhones will be on iOS 17 by December or earlier. 😳 🧑🏻🏫Assistant Professor Garrett Johnson from Boston University's Questrom School of Business shared a LinkedIn post from Ruler Analytics on the implications of Apple's "Link Tracking Protection" feature. 🔦 1️⃣ **What's Changing**: iOS 17 strips tracking parameters from URLs, making it difficult for marketers to gauge campaign performance. 🚨 2️⃣ **The Challenge**: Attributing conversions just got harder, which could lead to more issues with targeting and ROI. 📉 3️⃣ **Solutions**: Ruler Analytics suggests embracing a first-party data strategy, exploring Apple's Private Click Measurement, and diversifying measurement methods. 🕵🏻♀️ In an era where privacy is paramount, our marketing strategies must adapt and innovate. 🛡️ Let's view these changes as opportunities to refine our practices while still respecting user privacy and keeping our campaigns effective. 💪 💡Update: This currently affects Apple Mail, Messages and Safari (Private Browsing / Incognito mode).
How Apple’s #iOS17 #privacy changes will impact #marketers https://lnkd.in/ehGEuRjM
*only when using private browsing in Safari, Apple Mail or Messages. It's not absolute at this moment in time (but I'd bet it will be within a year or two).
Being nimble and able to adapt quickly, and having good measurement and data partners, is so crucial to still successful in this new era!
Appeciate the share Angelina Eng -- hope it came in handy 👍
MarketingTransformation, Business Solutions, Data & AI Strategy, Privacy SME | IAB Board Member
1yIt would be interesting to quantify the percent impacted, I wonder how many users use incognito mode. Rolling this out to general users is where I think media professionals will be challenged the most. For those that don’t have a lot of 1PD (and it you can’t map that back to a click ID at least it’s tough for all) will have to lean in hard to extrapolated audience and in platform optimization. Larry Davis-Swing interested in how you think this will or wont impact MMM given we can still pull and match perhaps on creative ID or time series?