We knew this day would come, but until now, did not have a firm grasp of exactly when. Directly following Apple’s 2021 Event, it was announced that iOS 14.5 is expected to roll out by April 30.
We wrote about the potential impact of this update back in January, and little has changed. Advertisers still have little insight into the overarching effects of this privacy rollout, but it is expected to be deep reaching. Some important things to note:
Changes Expected by end of April:
While not directly stated, it’s my hypothesis (and a lot of reading between the lines) as a Facebook Advertising professional that Facebook (and other channels) will likely develop their own data modeling tool that will be available to advertisers within Ads Manager once Facebook gathers all the data it needs to establish the “new normal.”
It’s a big change, but it doesn’t necessarily have to be scary. Advertisers across the world, and for us at Seer specifically, have worked diligently to diversify channel strategies knowing we’re heading into a cookie-less future. It’s important not to react too quickly to performance fluctuations, as that may also cause further fluctuations in and of itself as it resets machine learning.
Advertisers should advise internal stakeholders to expect changes in performance and reporting as we begin to establish a new baseline with these changes.
There will be more to come on this as Seer, and others, gather data and learn more about the impact of iOS 14.5.
Source: www.seerinteractive.com, originally published on 2021-04-26 12:37:41