What to do Now that Apple Blocked Ad Personalization
In the continued evolution of how consumer data is accessed and utilized by advertisers, Apple announced at its Worldwide Developers Conference on June 22nd, 2020 that in the next iOS update the Identifier for Advertisers (IDFA) will change to a consumer initiated approach which will likely cause major disruptions in the advertising world. The IDFA is built in to iOS apps and allows for data collection for ad targeting, attribution tracking, look alike audience building and more. This has been turned on by default in iOS apps but starting Fall of 2020 the feature will be user initiated with the option to “opt-out” of tracking in apps.
Advertisers will no longer be able to depend on iPhone users to serve customized and demographically targeted advertising to. This comes as Google and Firefox makes changes to their services to block 3rd party cookies and tracking codes. Advertisers and media buying teams are going to have to make significant shifts in their ad serving strategy to ensure ad message is relevant, engaging and ultimately a good investment. Manicz Media and our On-Demand targeting platform allows for the serving of relevant ads without the need for 3rd party data collection.
Here’s how advertisers can utilize the Manicz Media ad platform to continue reaching engaged audiences:
1. On-Demand Targeting
On-Demand Targeting is a unique Manicz Media approach to audience segmentation and ensuring ads are served to the right people. Utilizing consumer search history, online research and contextual content consumed, Manicz Media develops audience personas and 1st party data segmentation for ad serving. Built upon search engine APIs and without dependence on 3rd party data aggregators, Manicz Media can reach consumers lower in the awareness funnel and when they are most actively in need of a product or service.
2. Geofencing and Geohistorical Targeting
Location based ad serving has been an important part of media strategies for some time. Location Services on mobile devices are typically turned on by most consumers so that their apps function at the highest capacity. Using this location data, Manicz Media can serve ad messaging at the city or zip code level and even geofence down to 25 feet. Additionally, through on-going location data feeds, Manicz Media can serve ad messaging to consumers based on previous location 3, 6, 9 or 12 months in the past through our Geohistorical Targeting.
3. CRM Audience Matching
Do you have your own consumer databases of names and email addresses? Leveraging your own data sets, Manicz Media can cross reference consumer CRM data and serve ads to your engaged audiences. Reach these individuals with display, video, native and even Connected TV ad placements. No 3rd party data sets are required, and the audiences being reached are typically much more highly engaged.
The announcement by Apple is not too surprising considering the wave of data regulations advanced in the last year. CCPA, GDPR, blocking of cookies, and now consumer opt-in for ad customization, advertisers are going to need to have a hard look at what media firms they are working with and how ads are being served. Manicz Media sets out to “Future Proof” ad serving while still allows for customized experiences for desired audiences.
Contact Manicz Media today to strategize a digital ad campaign and allow our team to showcase the power of unique audience targeting.