The Impact Of iOs 17 On Google Ads & Meta Ads

Ralph: 00:00:00

So I was 17.

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In the name of privacy in certain iOS

17 applications, such as messenger and

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mail, they're going to block click IDs.

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Now that caused much consternation

at the beginning when it was like,

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Ooh, is that going to be UTMs?

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Is that going to be just

click IDs, which IDs not.

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And it's been a rapidly evolving

and changing as the different betas

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and alphas came out as it stands

th,: 2023

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Google and Facebook's click IDs are

getting stripped from URL parameters.

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If you're on an iOS 17

device using certain Apple

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widgets or apps, if you will.

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Additionally, there's a setting about

enhanced privacy, which is relatively

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not buried, but you do have to look.

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Which you can turn on for all

your browsing on your phone.

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Now, by default, it's

private browsing only.

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So we don't know how many

people are going to uptake it.

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But what that means is if

you were browsing around on

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Safari, it would also click ID.

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Now, why this matters.

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Click IDs are used heavily

by Google and Facebook.

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Now, of course, they're brilliant

engineers, and they're going to do

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all sorts of other things to figure

out what's going on without these.

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We've worked with both of those

engineering teams before Click

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IDs came, since they came, and

we'll work with them after.

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And there's all sorts of ways

to do your best to mitigate it.

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But at a nutshell, Facebook and Google

have one less very precise parameter

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that helps them identify people.

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We'll now be missing from iOS 17 traffic.

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Some portion of the high

level what's going to happen.

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if you're looking at your SMS tracking

and your email tracking and you go into

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your, HubSpot, does anyone use a Weber?

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one shopping cart was my favorite All

of a sudden we will lose total visibility.

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For all iOS devices provided people opt

out of this, talk to me about like that.

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If people opt in or opt out, cause

obviously the ATT prompt way back for the

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iOS 14 was a decision, which 90 some odd

percent of people actually opted out 96%.

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Yeah, was a shocking point of view.

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Okay.

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So this one is your auto opted out.

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By default for messenger and mail,

the two apps on your phone, which

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means if you were showed a Gmail ad,

for example, there'd be no click ID.

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So the click ID is this GCLID equals

and this big gobbledy goop, which

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translates into knowing a couple things.

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For us, it helped.

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We could look up what ad

group and ad targeted you.

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And then what the criteria was.

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So it could be Gmail

lookalike of my email list.

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And then it's a target, all

Gmail addresses with this, your

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algorithms and Google think

you'll like this list of people.

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And so that click ID made

it very easy to do that.

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We take the click ID, we go say,

Hey, why did you show this ad?

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And it would tell us, it wouldn't tell

us who it would just tell us what now

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Google though, also would know who.

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And so now they're not going to

have that visibility through the

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way this is currently going to work.

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And then additionally, if you're on

safari, you can go in and say, Hey,

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strip the click IDs from safari as well.

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Now, I don't know why you'd

want to do that because target

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advertising, if you don't respond,

you don't get ads from people.

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And if you do respond,

you get more similar.

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So it's in your benefit

frankly for Google to know.

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So you're not getting annoyed

by the ads that you see because

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you'll only see things that in

theory you may give a crap about.

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That's an interesting point, which I

think people lose in this whole thing.

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Cause they're saying, Oh,

it's helping my privacy.

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It's actually helping get you or

assisting in you being more annoyed

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with online advertising, which is going

to be something that us marketers are

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going to continue to do no matter what.

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And our ads are just going to become

less relevant and more annoying to you.

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That is the thing that's lost in

all this is like online advertising

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isn't going away anytime soon.

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It's just that more relevant

advertising is becoming less and

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less applicable in today's ad

platforms because of what Apple.

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Is doing, and I think that's

a huge differentiator.

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obviously marketers listen to this

show, business owners, directors of

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marketing, people that are obviously

using online and digital advertising

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in order to further their businesses

digital marketing just in general.

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So we, as a group are maybe skewed to this

whole thing, it's not about your privacy.

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It's about now you're just going

to be showing a bunch of ads that

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are going to get shown anyway

and are less relevant for you.

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It'd be like TV.

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When you sit through the ads in

the old days, you can't skip an ad.

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So you just tune out.

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That's what's going to happen.