Taking a bite: Apple and privacy

Taking a bite: Apple and privacy

Taking a bite: Apple and privacy

In a time of significant change, the advertising ecosystem was faced with the great unknown when Apple announced huge changes last year.

Apple’s iOS 14 update will include a huge shift in the way data is tracked as Apple’s identifier for advertisers, IDFA, will become opt-in.

The new prompt will require developers to ask for permission when they use data from other apps and websites for advertising purposes, even with existing user consent. While this change represents a positive shift towards greater control for the user, it will significantly impact attribution and visibility of key metrics for media campaigns.

The prompts are part of the tech giant’s App Tracking Transparency (ATT) policy, and speak to the need to raise awareness about the importance of protecting Apple user’s personal data online.

The timeline is still uncertain with the update set for early this year after an initial delay to allow mobile advertisers time to adapt their strategies.

As we move towards a more open internet in reaction to consumer demand for transparency and control, how have the big technology players reacted to Apple’s updates?

Facebook has been highly critical of Apple’s iOS privacy changes. It has been strongly opposed to the proposed changes to IDFA in order to ‘speak up for small business’, and even ran full-page newspaper ads as part of its response to stand up to Apple. It has since admitted that it has no choice but to comply with these new requirements.

Apple’s response to Facebook’s criticism, meanwhile, was that it is standing up for users.

Now, Facebook is testing a new in-app screen on iOS 14 to convince users to opt-in for tracking. The prompt will appear before Apple’s, and provides additional information about Facebook’s own privacy controls and data collection for personalised advertising.

On the other hand, Google has released its own view as it prepares for the upcoming policy updates. It has announced that once the policy goes into effect, it will no longer use information, such as IDFA, for its iOS apps that currently use it for advertising. It will not show Apple’s prompt on the apps in question.

When these changes do take place with iOS 14, it’s important that the industry comes together to work towards an ecosystem where users can access ad-supported content while remaining confident about data privacy.

Start a conversation with us now to learn how Apple’s iOS updates will impact your media campaigns.

2560 1703 Bench Media
Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.