How Apple's Latest Moves Are Shaping iOS Marketing

How Apple’s Latest Moves Are Shaping iOS Marketing

Share this:

Josh Wetzel, CRO of customer engagement company OneSignal, checked in with Street Fight to weigh in on Apple’s latest changes and their ramifications for marketers.

uberall apple business connect

Uberall Releases Direct Integration with Apple’s Business Connect

Share this:

Days after Apple announced the launch of Business Connect, a feature that allows businesses of all sizes to customize the way their information appears across Apple apps, the customer experience platform Uberall has come out with its own integration solution.

Apple Launches Business Connect to Give Businesses More Control of Local Presence

Share this:

Apple this week announced the launch of Business Connect, a new feature that allows businesses of all sizes to control how they appear to Apple Maps users. The move comes as consumers increasingly use maps apps to discover local businesses, whether by browsing an area or searching for a specific kind of business near them.

Apple’s Search Ad Business Triples in Market Share

Share this:

AppsFlyer reports in its latest mobile advertising Performance Index that Apple Search Ads tripled in market share since 1H 2020. During the same period, other search ad competitors’ market share declined, the most consequential (read: billions in revenue) being Google and Meta.

How Much Longer Can Apple Ignore the Needs of App Developers?

Share this:

Developers long favored iOS as it offered the best ability to monetize, the most valuable audiences, and the highest revenue per thousand impressions (RPM) in the app ecosystem. But are the scales now tipping in Google’s favor? Google’s recent billing move puts new pressure on Apple — an added pressure that may have contributed to the lack of new anti-tracking rules announced at Apple’s recent Worldwide Developer Conference.

Adtech Execs React to Apple’s WWDC Tracking Announcements

Share this:

Apple announced at its annual Worldwide Developers Conference that it would add some features to SKAdNetwork, its privacy-adjusted marketing measurement framework, to provide more marketing insights.

Mobile Apps Show Strong User and Engagement Growth

Share this:

Privacy headwinds as well as the advent of the metaverse and a new wave of hardware have led many to question the future of mobile’s place at the center of digital marketing. But according to a new report by mobile marketing measurement company Adjust, mobile is experiencing significant growth despite headwinds.

iOS Marketing and Attribution One Year After Apple’s AppTrackingTransparency

Share this:

Now that we are coming up on the one year anniversary of ATT and the deprecation of the IDFA, it’s time to look back at what we’ve learned, what’s changed, and what the best practices are when building a successful, scalable user acquisition strategy for iOS 14.5+.

How IDFA Deprecation is Driving Multi-Channel Marketing

Share this:

What can brands do to understand, reach, and connect with consumers as they look towards a future beyond device-based identifiers?

Location-Based Marketing Association: Google’s Location Tracking Lawsuit

Share this:

In this episode of Location Weekly, the Location-Based Marketing Association discusses Google getting sued over deceptive location tracking, Apple going head to head with Square by making iPhone payment terminals, SavageXFenty rolling out AR-powered FIT:MATCH tech in-store, and Placewise partnering with Bambuser to bring physical malls to customers via livestream.

How Apple’s Latest Privacy Changes Will Affect Email Marketing

Share this:

Last week, Apple rolled out iOS 15, which brought more privacy changes that could undermine tracking and disadvantage digital marketers. Most notably, the company’s Mail Privacy Protection policy will ask iOS device users whether they want to “protect” their mail or not, preventing marketers from determining whether consumers who “protect” their email opened messages.

Apple’s Long View of Data Privacy: Revisiting Jobs in 2010

Share this:

But what is the source of Apple’s self-interest, which drives its approach to privacy? I want to suggest that it’s not just a short-sighted opportunity to one-up Facebook and rival smartphone maker Google. Unlike the vast majority of tech companies recently touting new approaches to privacy, Apple isn’t new to this party.

What Apple’s New Privacy Features Mean for Brand Marketers

Share this:

With the biggest news from Apple pertaining to push notifications, email, IP addresses, and Apple Wallet, it is a critical time for marketers to reassess their strategies and get even smarter about how, when, and where they connect with customers. To state the obvious, more user-centric controls mean more opportunities for customers to shut down communications from brands who aren’t meeting their needs.

Apple’s New Privacy Rules Are Here. Are Mobile Advertisers Ready for Them?

Share this:

With Apple’s privacy changes finally live in the form of iOS 14.5 availability, a question must be asked — how ready are advertisers for these changes? Our data indicates that most aren’t ready.

Apple’s IDFA Change: Call It Advertising Shockwave: The Prequel!

Share this:

How Facebook adjusts to the lack of identifiers on Apple devices may provide a broad template for digital advertising as targeting becomes more challenging.

Ads in 2021: IDFA, Universal ID 2.0, and DTC Inspiration

Share this:

In search of a new identity solution, publishers will prioritize first-party assets, including email, in concert with any Universal ID adoption. This is just one of many changes advertisers will make in the new year to respond to a shifting ecosystem.

Triangulating Apple Maps: The Tech Angle

Share this:

Apple surprised the local search world last month when it announced local business reviews in Maps. Similar to its other search-based efforts, Apple formerly relied on partners like Yelp for local listings and reviews. But now, as part of its broader data-driven Maps overhaul, it will phase in original content.

Much has been written about this within the local search publishing world and analyst corps, including my colleague Stephanie Miles’ article on how brands can prepare for Apple Maps reviews here on Street Fight. So in the interest of treading new ground, what less-discussed clues lie in Apple’s recent mapping moves that can triangulate its direction?

iOS14 and Privacy: What it Means for Advertisers, Especially on Facebook

Share this:

The latest in the tug of war between consumer privacy and effective digital advertising pits Apple against Facebook, Google, and others. At stake for ad tech: significant revenue for ad publishers and app developers, effective ad results for advertisers, and more relevant ads for consumers. At stake for users: consumer privacy protection, the use of their behavioral data for marketing, and possibly, the future of “free” software.

Apple’s pending release of iOS 14 is a strong consumer-privacy-first stance and a potential disruption to digital marketing as we know it. But what is the real impact for targeted digital advertising?

Blocking Third-Party Cookies Will Not Mean the End of Marketing Attribution

Share this:

The demise of third-party cookies will not mean the end of digital advertising and the ability to assign proper attribution to individuals engaging in various touchpoints along the buyer journey. Several entities are currently hashing out other methodologies brands can leverage to retrieve audience analytics.

Marketing attribution providers will continue to provide reliable data to enterprise marketers on consumers and their customer journeys through the sales funnel. Attribution providers worth their salt will not only make sure they are compliant with the tightened rules around cookies but also ensure their clients are following the letter of the law.

App Data, Privacy, and the IDFA Armageddon: Industry Leaders’ Takes

Share this:

As an industry, we must embrace the new rules of iOS14 and create a sustainable future for both app developers and advertisers. I believe we can all agree that user consent is important for any app that monetizes through advertising. Also, there are options to provide user-level attribution and necessary data for performance advertising within Apple’s acceptable framework. I’d encourage all publishers to talk to Apple and seek clarification on process and end-user consent along with the use of IDFVs & SKAdNetwork product road map, etc. 

I expect that publishers will aggressively move to optimize their sign-up funnels to maximize consent or live with campaign-only-level metrics and lose end-user targeting. If you’d like to continue to optimize towards ROAS, we encourage you to think of privacy consent as a step in the UA conversion funnel necessary to show targeted ads to consumers.