With the latest update to the iOS 14 operating system, Apple has provided much greater protection from third-party cookies, particularly when browsing the web with Safari and Apps.
For each app that is downloaded, you are asked to allow data tracking and there is also a dedicated setting to manage it, and also for each app, before downloading it, you can check some information with respect to how the app handles privacy.
Google, after several announcements planned for 2021, has again delayed this transition, with the latest post of June 24 (link to https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/)that delayed the phase-out of third-party cookies on Chrome, the world's most widely used browser, until 2023.
How will marketers do it?
Cookies are critical for obtaining audience data and being effective on both social networking and online sales sites.
Some aftermath of this change we are experiencing on Zuckerberg's platforms with the Apple update. In recent times, sponsorships that included iOS devices have been shrinking in audience, precisely because of the restrictions implemented by users, something that could also happen on the web with the Chrome update.
It scares and like any change imposes flexibility in data acquisition strategy and change of strategy.
How to take action on Facebook
Following the iOS14 update to Facebook we can expect some major actions:
1) Domain verification, from the Business Manager, by entering the meta-tag on the site;
2) The optimization of listings for the 8 conversion events;
3) Upgrade to the latest Audience Network SDK;
4) Configure the event configuration scheme in Event Manager;
5) Send the "Advertiser Tracking Enabled" flag with events in the app to share the user's consent status.
These are some of the actions that can be put in place to prevent the loss of the majority of Apple's audience, efforts, however, must be put into a new data acquisition strategy.
In anticipation of a "world without cookies," one must be ready with new resources and new means to acquire new leads independently.
Sara Brugnoni
Ambassador Digital Innovation Days | Social Media