[MCTV] Why you need a CDP : The effects of iOS 14

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With iOS 14, apps will now be required to get permission from users for cross-app tracking. So, what does this mean for advertisers? What about companies who rely on their apps as a revenue stream? Are there any ways to survive in new changes? Let's see.

J:  The latest consumer privacy changes and regulations have been keeping digital advertisers up at night, sweating and worrying about how their advertising and tracking is going to be impacted. GDPR came into force in 2018. Now in 2021, we’ve got pretty much the elimination of third-party cookies, Intelligent Tracking Prevention (ITP for short) on Safari browsers, and now the most popular topic: iOS 14’s changes to the IDFA. This is just the beginning and the changes are just starting to roll out now.

J: With iOS 14, apps will now be required to get permission from users before they can use their IDFA (IDFA stands for Identifier for Advertisers), this will reduce the amount of cross-app tracking for a user – a win for user’s and their privacy, but what does this mean for advertisers? What about companies who rely on their apps as a revenue stream? 

Firstly, for advertisers, when it comes to acquisition, this can have a direct impact on your ability to run effective retargeting and remarketing campaigns. Apps that serve ads in their apps will likely be the most impacted, as they are unable to serve personalized ads unless a user ops in.

A: From our customers’ experience, advertisers and apps with strong first-party data will have an advantage in the new environment. This means you need your own customer data platform (CDP).

A: A CDP helps businesses to:

  1. Connect all their data sources together
  2. Unify customer and user identification 
  3. Get more genuine insights into your customers and users

This all can take place while still respecting end-user privacy. 

And remember the point of all this should be to create the best possible end-user experience. 

If user experience isn’t a priority of yours then you will already be losing against your competitors.

I’ll quickly show you how smooth transition to a CDP could be, and in fact, it’s quite beneficial in many many ways. 

Here at Master Concept we either use a custom built CDP or Segment for our top companies. 

Here in Segment I can see that I’m connecting my mobile app, website, and various other platforms into Segment. I’m then controlling how and where I’m sending this data to. 

Protocols, a neat feature within Segment, gives me complete control over my data in a centralised way. Reducing risk of leakage. 

Personas, my personal favourite, is where the majority of the magic happens. Here I centralize user identification and traits. I can see that this user Steve Harvey has used my mobile app and has visited my website. I also have some unique traits on Steve which I can then use for my personalization and advertising campaigns.

I can see that I’m sending audiences of unified profiles to my analytics tools, my data warehouse, Facebook ads for remarketing, and even my messaging tool Airship. 

J: You can facilitate retargeting on not only facebook but most of the ads platforms by using the IDs and related events you collected.

A: In order to survive in new changes, you should prioritize data governance and develop new data collection strategies to increase the volume of persistent IDs or user-specific identifiers like email or phone. Maybe encourage site login through improved authenticated experiences or offering incentives.

And remember, at the end of the day, it’s all about creating the best possible experience for your customers and users.

A: If you want to learn more about how a CDP can be set up and used or how tech can help improve your user’s experience. Leave us a comment (y) or drop us an email at di[email protected]

About MCTV

Master Concept TV Channel provides technology updates and advisory to businesses to get into the tech world more easily. 

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