How Apple is killing the Billion Dollar Ad Industry.
Welcome to the latest iOS 14 and MacOS Big Sur Updates. Which has already sparked some flints into the Ad world.
Not long ago, we could see Big Billboards everywhere which read “Privacy is King” from our beloved Tech Giant Apple Inc. and apple has done what it has said.
Welcome to WWDC 2020 Digital Only Keynote
An event where all the tech savvy and all the eyes around the globe were fixed on Tim Cook explaining the new features of iOS 14 which included Widgets and App Library. There was a section completely based on Privacy. You can watch it here if in case you have missed it. This section started by and let me quote Tim Cook.
At Apple we believe that privacy is a fundamental human right — Tim Cook at WWDC 2020 DK
and slowly went on explaining the steps how apple is going to protect the privacy of the end users. Which felt really good.
Privacy, WWDC 2020 in Glance
- Data Minimisation: Minimising access of user data as much as possible.
- On-Device Intelligence: Processing of the information on device itself rather than acquiring the information and woking on server side.
- Transparency and Control: User can control the data, that they will be sending.
- Location: Control which apps can share location, when and how much.
- Tracking Control: Control which website and ad SDK’s will be tracking you.
Lets first start with how Ads work
- When ever we try to search something on google, let’s say a phone, a fridge or a washing machine. Next thing we know is, seeing ads of the respective item that we had searched just a day before.
- Or when we search something on google and at it actually only shows the result which are near by your home or office.
- Or just typing Ohhhhh laaaaaaaaa looooolaaaaa on youtube and still be able to find the same song which you were looking for.
It’s all just amazing how internet has developed so much right. But the back bone is, all these website, application and mobile phone are tracking users activity and keeping a note what the user is actually doing on these platforms.
later this data is collected and ads are displayed according to users search history or lets say requirements.
Many application have Advertising identifier (IDFA) which allows developers and marketers to track the activity of the users for Advertising purpose.
Many marketers and Ad agencies which are backed by non other than Google and Facebook run campaigns to get data of user’s activity, like search activity, purchased history, websites visits etc.
Almost 80% application present on App Store and Playstore use google or facebook ad SDKs to manage ads inside their application
Apple’s new OS’s to the rescue
The new apple iOS 14 and MacOS Big Sur apple is about to chop the ad agency right from it hands where it take the data from users.
When the phone updates to the latest iOS 14 the user is greeted upon with a dialog that asks users to select from “ Allow Tracking” or “Ask Apps Not to Track” and any user who is in their right mind will always select the second option.
Apple crippling its own IDFA to prevent ad agency from tracking users activities.
The new Safari Browser
With MacOS Big Sur coming out this fall and all the application getting updated to the new MacOS. Apple recently updated its default browser Safari.
The recent update had many features like new arrangement of tabs, custom home page etc. But most important was Safari Shield which block websites from tracking you.
Never thought Medium could be tracking us right?
also gives us complete report on websites tracking and profiling us.
What about Android?
I don’t feel Google has any option left. Now that these things are out on the ground. Google will have to inculcate these changes into android or will get a huge backslash from the android community and users who are fighting for privacy. So sooner or later, but i think it will be sooner, Google will also come up with its own system to prevent trackers from tracking users activities.
Facebook at its biggest lost
While Apple now and Google in future closing the gates for tracking users activities. It will be Facebook left with no other option in hand to save its self. As unlike apple and google Facebook does not have its own operating system, or product which will help facebook sustain other than ads.
Also our beloved Mark, has been quiet in the Bloom light for some time for privacy concern and is also fighting against ad boycott in recent times. Finally Facebook will have to come up with new strategy or make ties with apples new ad tracking policy. Or it will be just like a cat on vacuum, not knowing what to do.
also it has come to my knowledge that cat on vacuum results in a lot of Claps, so here it is.
Is this the End of Ads?
Well sadly the answer to above question is NO. We will still be getting ads. The change will be that ads wont be personalised and will have nothing to do with user activity. This will drastically alter the algorithm and ad market which is running now and will slowly decrease its value.
More over apple has come up with its own ad tracking system SKAdNetwork where only ads will be tracked and no user data will taken into consideration. creating an synchronised delivery of ads throughout apple platform.
Apple might face criticism from ad agency but being one of the biggest tech industry and one of the leading industry in Mobile and Computer. Ad agency have no option rather to accept this new policy if they want to stay in the game.
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Thank you for reading this, if you have any questions or recommendations, do let me know in the comments below.
