In case you missed it, Apple is rolling out an update to its iOS 14 operating system that prompts users to give apps permission to track their activity across other apps and the web. Though this change may seem small, Facebook isn’t a fan and they have been fuming about it.
Essentially, the new update of Apple’s operating system includes a new prompt for any app in the app store which allows users to become aware of what an app will track before they install it, then allow permission opt-in for the tracking upon installation.
So what is the fuss all about? Let’s break it down!
Facebook’s Argument
According to a recent release, Apple’s new iOS 14 policy will have a detrimental impact on many small businesses and entrepreneurs that are struggling to stay afloat and on the free internet that we all depend on more than ever.
Apple’s Argument
Users have a right to know if their data is being extracted by an app or service that they use, and why.
The Impact according to Facebook: This change is likely to affect personalized ads from entrepreneurs and small businesses. Your favourite local candle maker, your friend who owns their own online clothing store, and your cousin who started their cleaning services.
How it affects your business
This update will directly affect the ability of a small business to use their advertising budgets efficiently and effectively and meet their advertising goals. According to Facebook for Business; ‘‘studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads’’.
Targeted advertising campaigns for small businesses are a must, given the small budgets they have. For these small budgets to work, their advertising efforts must reach customers that matter the most. Apple’s new iOS 14 policy will dramatically limit the effectiveness of personalized advertising, making it much harder for small businesses to reach their target audience, consequently limiting their growth and their capacity to compete with big organizations.
The COVID-19 pandemic has forced us to take almost everything digital. The same goes for small businesses, during the COVID-19 pandemic and up until now, small businesses have taken their businesses digital and have used personalized advertising as a means to find customers, to help them survive. Now with this new change and personalized ads taking a hard hit from it, Apple is in essence taking away one of small businesses’ key resources for survival during and after this pandemic is over.
So where do we go from here? As a small business, rest assured that Facebook is committed to lessening the impact of Apple’s new iOS 14 by working with other industry bodies to create solutions to continue business growth across the internet.
Digital Intuition TT Your Digital Marketing Partner
9-11 Fitt Street , Woodbrook, Port-of-Spain, Trinidad W.I
Tel: (868) 224-3495
www.digitalintuitiontt.com
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