Will Apple’s Play As Cookie Monster Gobble Up Market Share?
In this guest post, Path51 managing director, Simon Larcey (pictured below), takes a look at Apple’s controversial decision to introduce cookie blocking on its latest update…
It’s not often you can see an entire industry go bananas over an Apple, but that’s exactly what’s happened following the Cupertino company’s decision to introduce cookie blocking on the iOS 11 update.
Apple has announced it will be using machine-learning technology, which they call ‘intelligent tracking prevention’, to limit advertisers’ ability to track users across multiple websites.
It’s a bold move that aims to improve the consumer’s user experience, in that they will no longer feel like Big Brother is constantly looking over them.
Some tech savvy people already turn off cookies, but most folk don’t even realise it’s an option, so Apple introducing a change to an established and accepted norm in the industry is a strategy that has got people talking.
You can probably relate to being regularly bombarded with ads after visiting different sites, with ‘like for like’ advertising subject matter. I don’t know about you, but it annoys the crap out of me!
Half the time the so-called ‘smart’ advertising is so off the mark it’s not even funny, but what annoys me the most is the assumption we are happy with our user journey being followed, and then having advertising delivered based on those assumptions.
Take last week, when my wife rang me in the office to get my opinion on a dress she liked. I went to the website to check it out, then for the next week received dress advertising. I’m sure some were bargains, but I’m not in the market!
Sure, I can turn off all my cookies, but why should I go to the effort when I’m taking a cursory glance at something? It’s indicative of a system that we’ve just learnt to accept, rather than demand something better.
Well, Apple are turning that on its head, and – surprise, surprise – it’s really ticked some companies off.
Following their cookie-cutting announcement, six of the world’s biggest digital media and marketing trade groups issued an open letter, decrying Apple for making a “unilateral and heavy-handed” decision on behalf of all Safari users.
The letter—signed by the 4A’s, AAF, ANA, DMA, IAB and NAI — called Apple’s cookie policy “opaque and arbitrary” and suggested it will “hurt the user experience and sabotage the economic model for the Internet”.
What a crock!
How arrogant of these organisations to say it will make matters worse. Worse for who?
I’m pretty sure the advertising industry needs Apple’s operating system more than Apple needs the industry – what’s more, this tool will absolutely help Tim Cook and Co sell more devices.
If the advertising industry is so outraged with Apple, the simple fix is to boycott them. Just refuse to run campaigns that deliver on iOS.
The problem with that is, it will only help drive more sales for Apple.
So how about instead, we stop complaining about someone forcing our hand to fix a problem?
With the number of smart people working in the industry and the constant evolution of new technologies, it is time to start exploring new, transparent delivery methods that will enhance user experience, rather than freak people out.
We are not just talking about targeting, as this is what creates the annoyances. Targeting is only part of the delivery, we need to also factor in engagement, user experience and some sort of outcome. So what we need is a new way to deliver digital advertising, one that benefits all involved.
Take for example Unlockd – what a great concept!
Consumers are delivered a targeted ad as they unlock their phone. In return, the consumer gets a subsidised phone bill or extra data usage. It is a win-win for all involved.
Advertisers get to their target market in a non-invasive, pre-accepted format, with a high chance of getting some type of return. Consumers expect the advertising, can be pleasantly surprised with what they see, and save money for allowing this delivery process.
We need to develop more methods like this, where no one is annoyed by any step of the process.
With regards to the cookie blocking, I have no doubt some bright spark will find a work around. Technology like device finger printing is already being used, which could be a new way to target. However, this is just another invasive way of tracking your every move to make assumptions on what advertising you might respond to; an issue that will always annoy people.
We need to develop new delivery methods that add value and engage the consumer. A mechanism that enhances a brand’s perception, not damages it.
Apple are offering a less invasive browsing experience through their devices, in effect throwing down the gauntlet.
How will advertising respond to the challenge? Complain, or act – as an industry – to make our methods more acceptable?
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.