HOW TO OVERCOME THE iOS 14
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HOW TO OVERCOME THE iOS 14 IMPACTS ON CUSTOMER EXPERIENCE
EXECUTIVE SUMMARY
Earlier this year, Apple announced new Although the updates were originally set to
data and privacy changes that will have launch with iOS 14 in September 2020, they
substantive business implications for any were pushed back to 2021. Brands need to
organization that advertises or operates take action now to avoid significant business
on mobile. With these changes, Apple’s impact in the new year:
identifier for advertisers (IDFA – a physical
device ID that powers much of today’s 1. Providing value in exchange for customer
mobile advertising) essentially becomes an data and handling that data responsibly will
opt-in feature. give brands an edge in winning and keeping
consumer trust.
2. Brands must update their data activation
strategy to account for changes to the
ad-tracking landscape.
3. Finding new measurement and reporting
strategies will be essential to evaluating
return on marketing investment once users
must opt-in to IDFA.
2 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCE
WHAT’S CHANGING
AS PART OF iOS 14
The user experience changes introduced in Now that Apple’s identifier for advertisers
iOS 14 reflect evolving consumer attitudes (IDFA) will be opt-in for every app, brands
about privacy and data use. Recognizing will no longer be able to rely on this tool to
that consumers want more control, Apple is determine if individual consumers clicked on
giving them the ability to opt-in to both ad an advertisement in an app. Brands will need
tracking and sharing their identities when they to find alternative methods to gather precise
first open websites and apps in iOS. Those information on which channels are working.
decisions will give users much more control
over how their data is collected and used. These sweeping changes to user privacy
Against this backdrop, brands must move and data use will ultimately impact business
toward providing more value to consumers functions that manage return on marketing
who are less inclined to share their data. investment – from marketing organizations
Prioritizing responsible data usage and to finance and even procurement.
transparency will provide a competitive edge.
Fortunately, with the changes delayed until early next year, marketers have more time
to prepare. [1] They need to take action. Marketing partners like Facebook are also
proactively taking steps to help their partners prepare for the changes while reducing
unnecessary disruption, ensuring consumer needs continue to be met.
3 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCE
THE IMPERATIVES
FOR ADVERTISING
WITHOUT IDFA
Accenture’s 2019 Pulse survey results showed that of
the 8,000 consumers surveyed…
1
DIFFERENTIATE YOUR BRAND WITH RESPONSIBLE
DATA HANDLING AND A VALUE EXCHANGE
51% of consumers think invasive
ads are on the rise [2]
For marketers, data handling is a competitive differentiator.
Brands that maintain transparency and strict data governance
and share initiatives around managing customer data with key
stakeholders build more trust with the brands and companies
they’re engaging with. This will become even more important as
the data landscape evolves. Increasing a brand’s first-party data
and entering into strategic data alliances are two key strategies. of consumers say a brand has
One way to increase a brand’s first-party data is by incentivizing
71% communicated in a way that
was too personal [2]
customers to share their data through “value exchange” strategies.
Many consumers are reluctant to opt-in to sharing their data because
of permission fatigue: They share their data, only to find it is used
in ways that make them uncomfortable. In Accenture Interactive’s
2019 See People Not Patterns survey of 8,000 consumers, 51%
percent said invasive ads were on the rise and 71% said a brand of consumers agree that
had communicated in a way that was too personal. But at the it’s important that every
same time, 93% of consumers agree that it’s important that every
interaction they have with a brand is excellent. [2] To deliver excellent
93% interaction they have with
a brand is excellent [2]
experiences, brands need to be relevant and understand their
consumers – something that’s difficult to do without enough data.
4 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCE
Brands will need to find ways to build and retain consumer trust and confidence as consumers
demand increased transparency, privacy and control [3] over how their data is used. They will also
need to take into account a shift in customer expectations related to data and privacy and update
their strategies on how data is collected, managed and activated.
KEY CONSIDERATIONS FOR DATA HANDLING
AND VALUE EXCHANGE:
Lean into your value exchange Make data governance a top priority Loyalty, rewards and subscriptions
strategy – Reduce permission fatigue – Ensure the data collected and stored – Identify ways to collect customer-
and build consumer confidence has proper user consent and can be level information while being
with strategic opt-in messaging and appropriately leveraged for media transparent and offering value. Loyalty
incentives for customers to share their execution purposes. and subscription programs are going to
data with your brand. be increasingly important, but they will
not be adopted unless the customers
can recognize the value exchange.
5 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCE2 REIMAGINE YOUR DATA STRATEGY
With the ad-tracking landscape in the midst of unprecedented
transformation, marketers should rethink both their ad-targeting and data
strategies. Marketers need to reach the right customers, at the right time,
with the right message to achieve conversions and ultimately measure
ROAS (return on ad spend). The iOS 14 updates, combined with preceding
privacy regulations (GDPR, CCPA, ITP, APPI, LGPD, etc.) and the forthcoming
cookie-less future, [4] have a compounding impact on marketers. The decline
of third-party cookies, which are used for audience-based ad tracking, is
looming, and companies must prepare for a cookie-less future.
On top of this, brands will have to adapt to the App Tracking Transparency
framework arriving with iOS 14. Under this framework, users will need to
grant permission for:
• Their user/device data to be leveraged for ad targeting
• Ad tracking by third-party analytics software development kits
(also known as SDKs), the mobile equivalent of cookies
• Sharing data with data brokers
Companies that want to understand how their ads are performing and
target consumers effectively must rethink their ad-tracking and first-
party data acquisition strategies. Many current methods will be harder
to use as consumers transition to iOS 14. For instance, a brand will
not be able to send push notifications to specific consumer segments
unless those consumers have opted into receiving them.
6 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCEThe table below tactically highlights how app-based segments (such as targeting
“fitness enthusiasts” based on apps downloaded) for targeting could be at risk.
PRE-iOS14 AD TARGETING POST-iOS 14 AD TARGETING
Behavioral and Audience Based Mobile Targeting: Targeting Contextual Mobile Targeting: Targeting will be based only on data
look-a-like audiences with in-app advertising and cross-site provided by end content providers suggesting details about the
advertising based on a defined set of attributes intended audience vs. the actual audience
In-App: Push notifications to customer segments focused on In-App: Based on in-app session behavior, contextual targeting
exclusive offers on products and services of relevance (push notifications) can be activated with explicit user opt-in to
IDFA tracking
Retargeting:
• Paid Social: Retargeting this segment with exclusive offers Retargeting:
and events If a user opt-outs of tracking, brands cannot share any consumer data
with third parties for site or app ad targeting purposes. Brands must
• Paid Search: Bidding on keywords that align with top attributes relay on opted-in first-party data for ad targeting to facilitate
of a segment retargeting on user specific identifiers
• Display: Creating an audience based on a segment for display
campaign retargeting in-app and across-third party sites Standard Reporting: Refreshed audience segments will need to be
applied to standard reports for analysis given the fact that historical
Standard Reporting: Applying an audience segment across reports segment data (e.g. pre-iOS 14) will not be permissible for targeted
to deepen analysis of customer journey and critical business metrics advertising, storage, or use
Suppression: The removal of certain audience targets based Suppression: When a user opts-out, suppression targets can no
behavior indicating that the group should not, for any number of longer be used to prevent ads from being served to the wrong
reasons, be considered the target for an ad or campaign audience based on previous or current behavior
7 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCEUsers are demanding greater privacy and transparency, but they still expect personalized
experiences. [2] Meanwhile mobile brands and predominately ad-supported businesses rely
heavily on digital advertising to drive revenue.
KEY CONSIDERATIONS TO HELP MARKETERS
PIVOT THEIR DATA STRATEGIES:
Focus on strategic alliances with innovative data products Integrate your first-party data server-side for resilient
– Consider clean rooms, which provide advertisers privacy- targeting – Marketing partners will be able to facilitate
safe access to data with events tied to various user IDs, for ID retargeting by leveraging any number of user-specific
management. For example: Google Ads Data Hub, Facebook (versus device-specific) identifiers to target individuals:
Advanced Analytics, Adobe Experience Platform, Amazon email addresses, phone numbers, etc.
Marketing Cloud, LiveRamp Safe Haven, etc.
8 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCE3 RETHINK MEASUREMENT AND REPORTING
For marketers, IDFA is currently the key method for mobile attribution that
protects consumer privacy while still allowing for data to be extrapolated.
For instance, brands can use in-app events to track acquired channel or
behavioral data. [5]
Mobile attribution lets marketers identify the best-performing channels
and determine future marketing budget allocations. It equips marketing
teams with the necessary insights to evaluate the effectiveness of their
advertising campaigns, budgets and target audiences. For instance,
brands can measure the success of mobile advertising, such as app-
install campaigns, across social channels including Instagram, Snapchat
or Facebook. That will change when Apple makes IDFA an opt-in for
every app and, in doing so, greatly reduces its effectiveness. Without
IDFA, attribution will happen through Apple’s SKAdNetwork [6] framework,
which intentionally aggregates campaign-level insights.
While advertisers will have a sense of which cohorts are
performing, they won’t have enough granular information
to easily price impressions.
9 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCEKEY CONSIDERATIONS FOR ATTRIBUTION
AND REPORTING UPDATES:
Find alternatives to Create new integrated Reset goals and Increase your
identity resolution ecosystems for sales reporting – Given that development resources
– Brands that use IDFA for – Through the creation of log-level data ingestions will – The SKAdNetwork
data stitching, such as integrated experiences not populate IDFA for most will require additional
combining impressions where content, ads and user interactions (clicks, development resources
and app events, must native commerce exist on events, impressions), brands to configure and maintain
begin to explore alternate a singular platform (e.g., will have to pull existing manual implementations.
solutions (e.g., graph Instagram and Instagram reporting to understand the
data) that include web Checkout), brands can current composition of iOS
and app activity. create a closed-loop users and how IDFA is being
ecosystem that will used in their organizations.
boost the attribution and Forecast the expected
optimization of sales. change in performance
based on opt-in rates.
10 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCEMOVING FORWARD
Prepare for an ecosystem transformation by taking these next steps.
1 2 3
TAKE STOCK OF HOW NEW GET TACTICAL AND UNDERSTAND
DEVELOPMENTS AFFECT BE PROACTIVE LIMITATIONS
YOUR BRAND
• Set up a meeting with key mobile marketers • Acknowledge that perceived ROI for mobile • Apple has not prescribed any limitations on
to acknowledge the changes. Where campaigns will be different when the IDFA how to communicate the value exchange
applicable, use an industry expert to provide changes take effect. Advertisers may see a that comes with opting into providing data
a point of view. decrease in audience size as people update to users, which gives brands the chance to
• Begin building a strategy to mitigate their devices, depending on the proportion be creative.
these changes, including enhancing the of iOS users in their Mobile App Custom
• Advertisers should connect with their Apple
first-party data strategy, building stronger Audiences.
representatives to review the new policies
value exchanges, quantifying impact, and • Continue to steer away from reliance on and take the necessary steps towards
designing/implementing new tools to third-party cookies for advertising and use compliance.
address these changes. server-side tools (e.g., Tealium EventStream)
• Brands can leverage the terms and
that leverage first-party customer data for
conditions in social media apps to ask a user
targeting, optimizing and measuring ad
to show ads and share their IDFA to fully use
campaigns.
the app.
• Lean on experts to better understand the
App Tracking Transparency framework to
create custom solutions. [7]
11 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCEREIMAGINE DATA STRATEGY WITH A TRUSTED PARTNER While these topics of value exchange, media execution, and attribution are daunting among multiple competing priorities, there is no doubt that the privacy-centric functionality within iOS 14 will gain traction and momentum globally in the coming months. Accenture Interactive can help brands leverage platforms, skills, tools, creativity, technology, systems, and services to create the best experiences for their customers as they work to provide greater value exchange for customer data, focus on responsible data handling, update their data strategy, and find new measurement and reporting strategies to reflect the significant changes this update will bring. 12 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCE
Get in touch to learn more about how to transform your
organization for iOS 14 and a cookie-less future. We are
here to help your business navigate the changes ahead.
Rebecca Lee About Accenture:
Managing Director, Accenture Interactive Accenture is a global professional services company
rebecca.j.lee@accenture.com with leading capabilities in digital, cloud and security.
Combining unmatched experience and specialized
skills across more than 40 industries, we offer
Ankit Mehta Strategy and Consulting, Interactive, Technology and
Operations services—all powered by the world’s largest
Personalization & Marketing Analytics Lead,
network of Advanced Technology and Intelligent
Accenture Interactive
Operations centers. Our 506,000 people deliver on the
ankit.b.mehta@accenture.com promise of technology and human ingenuity every day,
serving clients in more than 120 countries. We embrace
the power of change to create value and shared
Catherine Lansing success for our clients, people, shareholders, partners
Personalization & Marketing Analytics Expert, and communities. Visit us at www.accenture.com.
Accenture Interactive
catherine.l.lansing@accenture.com
About Accenture Interactive
Accenture Interactive is reimagining business through
experience. We drive sustainable growth by creating
meaningful experiences that live at the intersection
of purpose and innovation. By connecting deep
human and business insights with the possibilities of
technology, we design, build, communicate and run
experiences that make lives easier, more productive
and rewarding. Accenture Interactive is ranked the
world’s largest digital agency by Ad Age and has been
named a Most Innovative Company by Fast Company.
To learn more, follow us @AccentureACTIVE and visit
www.accentureinteractive.com.
13 HOW TO OVERCOME THE iOS14 IMPACTS TO CUSTOMER EXPERIENCESources: Disclaimer:
1. https://www.macrumors.com/roundup/ios-14/ This document has been published for information and
illustrative purposes only and is not intended to serve
2. Accenture: See People Not Patterns - https://
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www.accenture.com/_acnmedia/PDF-110/
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Accenture-See-People-Not-Patterns.pdf
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3. https://developer.apple.com/news/?id=hx9s63c5 of its directors, agents or employees give any warranty
4. https://www.adexchanger.com/data-driven- of accuracy (whether express or implied) nor accepts
thinking/how-to-own-data-and-measure- any liability as a result of reliance upon the information
performance-in-a-cookie-less-world/ including (but not limited) content advice, statement
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5. https://www.singular.net/blog/limit-ad-tracking- also contains certain information available in the public
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6. https://developer.apple.com/documentation/ organizations. Accenture does not control or guarantee
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7. https://developer.apple.com/app-store/user-
privacy-and-data-use/
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