Companies will have to approach their digital marketing and advertising differently. Consumer privacy will become the most important issue in the future. The first steps are being taken here by Apple’s Intelligent Tracking Prevention, but browsers that focus on consumer privacy are also becoming increasingly popular, including Safari.
The Contribution to online campaigns is becoming more limited
For the consumer, this is a desired improvement, no more unnecessary advertising that is also not relevant. However, companies will face major challenges. The available data and thereby the possibilities of measuring and optimizing campaigns are limited. The most important part is that you as a marketer want to know what the contribution of online campaigns is. The moment this is lost, the marketing budget comes under pressure. Why would you allocate a budget to a channel when you don’t know what your marketing dollar has yielded?
The first steps have been taken and Google will have a major impact on the entire digital advertising spectrum with its rollout of the Google Privacy Sandbox in the upcoming years. At the moment, especially the data of iOS users is limited in Facebook. 40% of Dutch mobile users have iOS as their operating system. The impact on the available data is enormous. You may not even realize it when you open your Facebook Business Manager. You’ll just see data, but what if you’re missing 10% to 15% (or even more)? Are you still making the right choices?
What does this mean for my Facebook campaign?
It’s very simple: the launch of ITP has created a measurement gap. If you don’t do anything about this, it won’t be closed. Your Facebook data will decrease. You optimize your campaigns and you share campaign results while you miss important data.
How does it work?
The Facebook server 2 server software is designed to make data available to Facebook in real time without the need for scripts or cookies from Facebook itself. Data is collected on your website and made suitable for processing by Facebook. If a so-called data layer is available, this data is enriched with this data. If there is privacy sensitive information, it will be automatically encrypted. This data is then offered to Facebook in real time so that there is sufficient data available for Facebook to optimize campaigns and attribute them to the campaign. All this according to the AVG / GDPR legislation.
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