Marketers must focus on first-party data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 04, 2021, 12:50 PM UTC

With Apple rolling out the new privacy-focused feature, marketers will have to leverage first-data and contextual targeting to reach users on iOS.

Apple’s privacy-centric update could make it challenging for advertisers looking for user acquisition via app installs. Advertisers will also have to move from ad tech or granular campaign-level metrics to business metrics.

Finding relevant audiences on iOS devices could become more difficult for advertisers, as the CPM is likely to increase on Apple platforms. However, marketers can still capitalise on first-party data and contextual targeting to reach users via in-app advertising on iOS devices.

With Apple’s alternative Android providing more detailed conversion data, advertisers could shift their marketing spends from iOS to Android apps. TrafficGuard’s CEO Luke Taylor contends that being on the cusp of two differing technologies is when companies need to adapt to survive.

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