Who Does Apple's Anti-Tracking System Hurt the Most?

Apple, recently iPhone And ipad offered a new feature to its users. This feature allows Apple customers to be tracked for in-app ads. optional It makes you feel better. So, if you wish, your information cannot be used by advertisers.

really on paper in good faith and aiming to protect privacy Could this innovation, which seems like a feature, not actually be that innocent? This behavior of Apple anti-competitive He has also been accused of being a mask to hide his attitude. 

What is marketing and why is it done?

As those who have studied in business faculties know, The only department of businesses that makes money is marketing., all the remaining departments find ways to spend the earned money. Also to market something advertise Everyone knows it is necessary.

To measure the success of marketing, various criteria is available. It is possible to evaluate how successful marketing campaigns are with various measurements such as reaching the target audience, return on investment, and brand awareness. According to these evaluations the newest technologies, the most successful marketing tools offers. Chief among these is information coming from mobile devices.

Apple's iOS 14 The new feature it will bring with personalized ads It will enable you to have a choice about the collection and use of your information. Privacy is important, and it's understandable that people want to keep their information to themselves whenever they want. On the other hand, according to many people, Apple's main purpose It's much different.

How do advertising systems work?

Advertising systems never record personal information like filling out a label in a primary school notebook. Users IDFA It has an anonymous identifier called . IDFA is disabled in Apple's new feature. 

When this identifier is not present, users ads you will see, are becoming ordinary advertisements based on prediction. This means that the user in any way Ads that don't interest you It means he can see (and probably will). Now, let's go back to the marketing point at the beginning and see who the system will harm and who will empower.

Who is the winner, who is the loser?

The basics of the advertising process in a smartphone application four stakeholders There is. These are respectively advertiser, ad receiver, ad seer and platform owneris. Let's examine together how the process affects each of these four different stakeholders:

Advertiser

As an advertiser, it is your natural right to want to see the impact your company expects in return for the money you spend on advertising. Non-personalized adsSince it will have a performance similar to television advertisements, the effectiveness of your advertisements will decrease at the same rate. That's why maybe per unit ad The payment you make will decrease, but you will do the same thing. your total ad spend You may not be able to tell. At this point, the situation of advertisers will depend somewhat on the development of conditions.

advertising space

Number of users of your application seeing ads The numbers and the income you earn per ad are certain. As your ads reach a certain level of accuracy, the ad revenue per impression you receive decreases as the price paid for each impression decreases. significantly will decrease. This is also an advertisement area a risk for developers and publishers will create. At this point, those who buy advertising will try to generate alternative ways of income. 

Seeing the ad

A study by the NAI found that three out of every four people free content is free thanks to ads that it is He showed that he was aware of it. According to the majority of users, online content should already be free. So how will the disappearance/significant decrease in advertising revenues affect this situation? You guessed it right: Paid content. 

Platform owners

The most valuable one in the story and in the long run The parties that will benefit most will be the owners of the platforms, especially Apple and Google. Because there is no advertising revenue monthly subscription model For example, a content producer who receives a monthly subscription fee of 10 lira can pay Apple or Google commission pay has to. This figure for Apple %30, so our 3 lira will go directly to the company. 

Apple News monthly $9.99 It has a subscription system and the money accumulated here is shared with the content providers after deducting Apple's share. Generally speaking, people reading the news expects it to be free. 

What's happening in the mobile world?

Apple's subscription model When it was announced, Google was quick to follow suit. in Google Play store 2.8 million apps is available. From all these applications monthly income The idea of ​​obtaining it is attractive to the owners of the platforms.

On the other hand, there are lawsuits. Epic Games, platform owner Apple, Google And Samsung is in litigation with. Even more lawsuits are being filed against anti-competitive companies. 

How the cases will be concluded and technology companies It is not yet clear what steps the legislators, who are disturbed by the fact that it is getting bigger and more effective, will take. However, in the coming days, this sector significant changes It seems like a harbinger of what's to come.