You might be especially keen to pursue users of Apple devices with your online advertising – not least because they tend to have a higher amount of disposable income than users of other devices. However, Apple has thrown up a major obstacle in the form of Intelligent Tracking Prevention (ITP).
Introduced in 2017, ITP busts cookies on which advertisers had previously relied for tracking the web-browsing habits of people using Apple’s Safari browser. Consequentially, these advertisers have increasingly struggled to build profiles of users, hindering how ads can be tailored to them.
Your call in the next round of the “arms race”
Though ITP understandably disgruntled advertising executives when it was announced, Apple has defended the policy, insisting that it is geared towards safeguarding user privacy rather than undermining the advertising business. Still, figures leave the blow to advertisers stark and clear…
According to The Information earlier this month, Apple’s moves against user-tracking have seen targeted Safari ads fall by 60% in price. It doesn’t help that only about 9% of Safari users on mobile have enabled tracking, compared to 79% of Chrome users.
This discrepancy has tempted advertisers into paying increased prices for ad spots aimed at Chrome users. However, you don’t strictly have to follow their lead – especially considering the hefty discount you now get on targeting deep-pocketed Safari users.
How you could still dodge Apple’s ad-blocking efforts
Advertising executives who spoke to The Information have deemed ITP “stunningly effective”, but there are still workarounds. Yes, the days of showing, say, mattress ads to Safari browsers who have migrated from a mattress retailer’s site to unrelated sites now seem to be in the past. However, one alternative aspect of PPC (pay per click) advertising still available to you is contextual advertising.
This is where the ad that appears reflects the content of the page it appears on, not necessarily your own site or webpage. Therefore, a mattress ad you’ve got lined up could still feature beside an article about how to get a comfortable night’s sleep, with no user-tracking cookies required.
Then there’s the case of advertising that isn’t quite technically advertising and so wouldn’t be picked up by Apple’s filters. We’re referring here to seemingly innocuous and perfectly informative articles that are posted on reputable sites but actually originated from your company.
We can craft an Apple-proof advertising campaign for you
Admittedly, “Apple-proof”, like “future-proof”, is a somewhat loose term. After all, Apple is engaged in an “arms race” with us marketers, however villainous the iPhone maker might insist we aren’t. Just as we adjust our shooting to the awkward goalposts, Apple could opt to shift them yet again.
Still, our thorough experience in marketing means we know how to carefully place ads that won’t set off that pesky Safari alarm – whether on iPhones, iPads or Macs. Peruse our website or ring us on 01325 582112 to learn more about the complete range of our SEO and marketing services – and which of them you should pick from the palette.
