What’s Next in the Privacy Era?

IOS 17 and the Google Sandbox Initiative

In the constantly changing domain of online advertising, keeping up with the latest privacy initiatives and technological advances is crucial. As Apple releases iOS 17 and Google rolls out its Privacy Sandbox in late 2023, marketers need to understand how these changes might impact their strategies.

Here, we outline the main changes and their effects for marketers during the iOS 17 and Google Privacy Sandbox era.

iOS 17: A Spotlight on Privacy and User Authority

Apple has consistently upheld user privacy as a fundamental human right and a core tenet for its brand. When Apple introduced iOS 14.5 the company disrupted the entire data collection market. AppTrackingTransparency (ATT) not only reorganized digital advertising, but nearly all of commerce, and led to nearly 8 billion dollars in losses for Meta — all just by asking iOS users if the apps they downloaded to their iPhones could collect data about them. Soon after, Apple released iOS 15 which dramatically altered the ability for email marketers to track open rates.

Now, iOS 17 takes this a step further. Earlier this year the Beta release provided a preview of iOS 17’s Link Tracking Protection (LTP), which works by stripping various URL parameters in Safari (automatically in private mode and as opt-in in default browsing mode) and when opening links from Apple Mail and messages.

Safari 17 is expected to be publicly available soon after Apple’s rumored fall event in mid-September. Expect Apple to continuously improve these LTP settings, even prior to the release. A full list is available here, posted by Cory Underwood, and after release, you’ll find it here.

Impacts on marketers:

• Limited Access to User Data: With iOS 17, marketers will experience less availability of user data due. This could limit their ability to create highly targeted and personalized campaigns. Marketers should explore alternative methods for data collection, like first-party data and contextual targeting.
• Rethink Attribution: Advertisers can no longer rely solely on attribution to measure campaign effectiveness. With restricted access to cross-app tracking data, measuring conversions accurately is only going to become harder and harder. Marketers should explore new attribution methods, such as Marketing Mix Modeling combined with cohort-based analysis, to gain insights into their campaign performance.
• Provide reasons for customers to share data: marketers need to create value and deliver relevant content through strategic marketing. Strategic marketing wants to deliver products and services that are designed for your customers’ real needs. It empathizes with their problems and derives satisfaction from solving them.

Google Privacy Sandbox: Prioritizing User Privacy

Google’s Privacy Sandbox is an industry-wide effort to develop new technology to improve people’s privacy across the Web and apps on Android. These solutions will limit user tracking and introduce new technologies to replace third-party cookies that provide users more transparency and control over their data.

Effects on marketers:

• The end of third-party cookies: Google’s Privacy Sandbox plans to phase out third-party cookies, which have been fundamental to targeted advertising. Marketers will need to adapt by exploring alternatives like first-party data, contextual targeting, and authenticated traffic to deliver personalized experiences.
• Federated learning of cohorts (FLoC): FLoC is a privacy-preserving advertising technology that groups users with similar interests into segments, allowing marketers to target broader audience segments instead of individuals. Marketers should invest in understanding and using these segments effectively to maintain effective targeting while respecting user privacy.
• Transparent communication with users: With more transparency and control over data, marketers should prioritize open communication with users. Educating users about the value of personalized advertising and obtaining clear consent can help maintain trust and build a positive relationship with the audience.

What You Can Do, Right Now.

Creative Targeting: As marketers embark on the next chapter of digital advertising, be sure to look for partners that offer privacy-first solutions with the right tools to craft a sequenced full-funnel marketing strategy. This proven approach has the potential to be a game-changer for marketers that creates more peace of mind in the face of worries about a cookieless future. Learn more about how new, modular approaches to design can lead to creatives that operationally utilize consumer motivations to drive engagement. These creatives want to get inside the hearts and minds of your audience because they are relevant and foster social connection. This has already become a cornerstone for strategy in today’s Privacy Era, because your creatives do your targeting by building audiences for your brand without zero user-specific data.

Our combined expertise provides valuable insights into emerging trends and shifting consumer behaviors that places our client services at the forefront. Hungry Robot empowers brands to navigate new options as privacy concerns reshape digital marketing, while staying focused on where the rubber hits the road by fostering innovative, measurable, and impactful creatives that perform. By leveraging our extensive network of creative professionals and employing cutting-edge performance analytics, we propel brands to new heights of success in every campaign. We aim to redefine industry standards by leading with transparency, accountability, and respect for user privacy. By fostering an environment that encourages ethical innovation, we empower brands to drive growth, build trust, and make a positive impact on society through performance creative.