Apples, Apples everywhere, but at what cost?
Our Commercial & Operations manager Danny Avital looks at the latest Apple launch that hasn’t made as many headlines, but could cost the advertising and retail industry more than the $1,000 price tag of their updated hardware.| November 13th, 2017
Whilst the iPhone may be in the decline amongst many consumer’s purchase considerations, I’m not ashamed to admit that I am still a loyal customer of the Apple brand. Having made the full switch to one provider for my phone, tablet and main computer about seven years ago, it has become a harder prospect to switch back again despite the massive leaps in technological innovation shown by its competitors in more recent times. Perhaps that is more reflective of my xennial upbringing!
However, whilst the majority of people have been talking about the launch of the iPhone 8 and iPhone X, one product launch from the company that most marketers and advertisers have been more keen to discuss are the updates to Apple’s mobile and desktop operating systems – macOS High Sierra and iOS 11 respectively.
A new feature on the latest update to the company’s Safari web browser, is called Intelligent Tracking Prevention (ITP).
This will limit the tracking capabilities of website owners and ad platforms from determining a user across multiple domains. After just 24 hours of inactivity, the cookies that websites use to identify users online – and are particularly useful for targeting and re-targeting digital ads – will no longer be available to ad platforms for tracking.
After a further 30 days of inactivity, these cookies will be completely wiped from the device and bring a potentially premature end to a user’s purchase journey.
Apple’s view on this update is that they are enhancing their users right to privacy, and that ITP is just a natural evolution of the technology that does this for them. But it is undeniably a major setback in the development of programmatic advertising, particularly for retail sites and brands whose products have a longer consideration period for purchase than a mere 24-hour cycle.
How these changes will affect people’s browser choice is unclear, but considering how popular ad-blocking has become in the last five years, it is unlikely this will sway anyone away from Safari to other browsers by the likes of Microsoft or Mozilla.
But if it does, the question remains to be seen whether this will have a negative effect on the demand from advertisers to target Safari users and in turn reduce the cost price of such inventory. Whilst this might repel advertisers offering larger ticket items with a longer purchase journey, any potential price drop might be appealing to FMCG brands or clients with lower budgets, even if this is to the detriment of accuracy of any data collected.
In the meantime, if the creative to your programmatic advertising needs a 2.0 refresh, MediaCom Beyond Advertising’s Programmatic Ready product is available to help amplify your brand messaging with some dynamic creative advice. Contact our Head of Programmatic Creative, Nicole Amodeo, for more details.
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