The privacy control strategy that Apple is about to launch will significantly affect the advertising business of developers.
While both Google, Facebook and many other platforms have made the first move to face the new regulations, many Chinese developers also seek to “circumvent the law”. Last week, Apple warned these developers and said it was ready to remove applications that do not comply with security guidelines in iOS 14.5.
Apps that depend on advertising revenue are “fidgety”
Apple’s new policy will make it harder for apps and advertisers to track users through the Internet, with regards to ad placement, redirects, and finding new customers, and reviews. effective advertising. Of course, big brands are concerned with the impact of this adjustment on their business and advertising.
TikTok also works hard to grow its advertising business before Apple’s new privacy controls are introduced. The popular short video app relies heavily on data to help advertisers deliver personalized, targeted ads to consumers.
In response to these changes, TikTok enhanced internal consumer tracking and developed new tools. TikTok has been experimenting with new data collection methods, including the creation of Pixels (an event management tool on the website), advertisers say. In fact, Facebook, Snapchat, and TikTok all have Pixel tools, which convert the data collected by marketers on their websites into personalized ads on social media platforms.
User approval is still required
Recently, TikTok started explaining how in-app ads will change, automatically matching users with personalized ads based on their activity while using the app. But TikTok users can still choose to ban advertisers from self-targeting based on user data collected from TikTok.
The interaction between users and ads becomes ineffective after they leave the app, so advertisers need to change the approach in a new direction.
Analyzing who viewed the ad, how long ago, and making an advertisement based on this data is also the key to finding “similar” users. New leads with similar needs as existing customers are the brand’s profit target. According to new Apple rules, identifying “similar” consumers will be a more difficult task.
Last month, TikTok sent a message to advertisers, highlighting the importance of first-party data in the future. This includes collecting as much time as possible from users on the app – the videos they’ve watched, how long they’ve watched, what they’re interested in, and the ads they’ve watched. Big brands need to find new customers within their apps, rather than relying on data collected outside of TikTok.
At the same time, Google is taking similar measures to change the advertising platform’s marketing, Android phone’s privacy rules could change just like the iPhone. Users will see more notifications across all apps, describing the benefits of personalized tracking, and asking for permission to track their online behavior.
Before that, Facebook advocated the entire Internet industry to maintain user tracking for personalized Internet services. Facebook’s $ 85 billion ad business depends entirely on the effectiveness of its targeted ads and whether they can generate revenue for more than 10 million advertisers.
George Manas, president of the OMD USA communications alliance, thinks Facebook may be the subject of the new Apple policy adjustments, but all platforms must adapt. But in some respects, Apple’s strict privacy controls could benefit apps like TikTok, since marketers might be more willing to spend money outside of Facebook.
Ask TikTok “anti-poison” content for children
Along with the emphasis on TikTokers like Tho Nguyen to be aware of what content is not suitable for children, the Department of Information Security and the Department of Children also asked TikTok to tighten censorship and ensure appropriate content. children.