Last summer, Apple's decision to eventually "kill cookies" via a forthcoming update to the Safari browser that will purge this data after a 24-hour period left countless digital marketers and advertisers scrambling for answers. After all, cookies may be a contentious subject in terms of digital privacy and user tracking, but no one can argue against their role as one of the most vital sources of insight into consumer habits.
Despite the uproar surrounding this announcement back in June of 2016, many within the digital world assumed that this decision was a foregone conclusion thanks to an ironclad stance on the subject from the men and women over in Cupertino. However, with the release of the latest Safari browser variant still looming on the horizon, Advertising Age's George Slefo reports that six major trade associations within the realm of digital advertising have stepped forth in a desperate eleventh-hour push to convince this tech giant to reconsider its stance on the subject.
Specifically, 4A's, the Association of National Advertisers, the American Advertising Federation, the Interactive Advertising Bureau, the Network Advertising Initiative, and the Data and Marketing Association have all come together to argue that removing or otherwise constricting the ability of marketers to show consumers relatable ads will ultimately harm the end user experience and lead to a less than satisfactory relationship between these two parties. Additionally, this group of industry organizations also points to the lack of consumer insight into the problem – as well as an absence of consumer choice in the matter – as a major issue that must be addressed before Apple institutes this drastic policy change.
In other words, a healthy portion of the digital marketing community believes that Apple is making a major mistake when it comes to how it tracks (or, more accurately, doesn't track) consumer behavior or habits within a mobile browser that lays claim to 52 percent of all mobile browser usage in the United States.
Could this dramatic change impact how your dealership reaches out to potential customers on the go? What about the odds of Apple shifting its perspective on this subject and revoking the intended tracking changes that are currently in place for the next iteration of Safari? To answer these questions, and many others, feel free to check out the full scoop from Slefo over on Advertising Age by clicking the link below.