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What is IDFA? Can Apple Disrupt the Advertising Industry? And Why is Facebook Afraid of the IDFA changes?
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What is IDFA? Can Apple Disrupt the Advertising Industry? And Why is Facebook Afraid of the IDFA changes?

Why does Mark Zuckerberg want to inflict pain on Apple? 

Apple’s making some significant changes to IDFA, the utility that app developers use to get information about who someone is. Understandably, some consumers take issue with being tracked. But IDFA is essential to the way that a lot of advertising works.

Advertisers aren’t going to be able to target audiences as effectively once Apple initiates its changes; they’ll have to ask customers to provide access. 

So, Apple could really disrupt Facebook, because Facebook isn’t really in the social media industry; it’s in the advertising industry. Facebook makes most of its money through ads and the less effective ads are, the less money it will make. But Facebook is not the only company that will be disrupted it will ripple through the whole advertising industry. We reached out to Ankit Minocha at Shop2App to get his thoughts on if he thinks IDFA trend will disrupt the advertising industry, and he stated “It certainly will, what this is doing is putting all players, small or big, on a level field. Because there’s a big unanswered question of what percentage of people are going to opt-out of that data privacy pop-ups, it’s hard to say how extensive this change is going to be.”

Advertisers will have until mid-Spring 2021 to adjust to these changes. With location sharing being more opt-in, the effectiveness of ads can go down considerably. Even if ads are able to target audiences they may not be able to track their success.

Google in response to the pressure from Apple has announced similar changes, as reported by Wired that they will be phasing out third-party cookies from its Chrome browser by 2022. These IDFA and Cookie changes are both beneficial for the end user’s privacy, bit it radically changes the way advertisers and apps have historically worked.

Ultimately, the fact is that users are becoming more concerned about security and more wary about sharing data. Users are increasingly eschewing services like Google in favor of Duck Duck Go, to improve their own security and anonymity online. This represents significant disruption in how advertisers will function.

The success of our agency is built upon the success and growth of our clients. Contact Colure’s Mobile App Development Team to discuss your next project or to be interviewed and featured in our next series of “Project Venus”.

Accelerated Mobile Pages
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Accelerated Mobile Pages

It’s been a year since Google introduced the Accelerated Mobile Pages (AMP) project — a collaborative initiative that substantially decreases the loading time for mobile web pages. The project focuses on minimizing the code for static content (content that doesn’t change based on user behavior) to make pages load almost instantaneously. A regular mobile page takes seven seconds on average to load, but AMP pages take less than half a second. As consumer audiences’ attention spans get shorter and shorter, the ability to deliver content immediately is a precious tool to gain loyalty.

It’s no secret that faster loading content is appealing to consumers. The desire for instant gratification is a key characteristic of young consumers that comes with the rapid growth of technology. But AMP provides just as much to content publishers as it does to mobile device users. When companies join the AMP project, it gives them the ability to guarantee fast content to their users, creating a reliability that will continue to build trust over time. Consumers come back to the brands they trust, and if they know your company gives immediate accessibility to your content, they’re likely to return.

More than that, AMP pages are prioritized by search engines. Between two identical pages — one that uses HTML and one that uses the slimmed-down AMP HTML — the AMP version will rank higher up in the search engine results.

This stripped version of HTML shows itself in a few different ways. First, it prioritizes content that needs to be loaded first so that users can begin reading content immediately. For example, the text is going to load before images appear. And to make it even faster, images won’t actually load until the user scrolls to their location on the page. AMP also loads the layout of the page in advance to keep the page from loading more content — and making the page jump around — as the user is trying to engage with the content. Lastly, AMP only allows asynchronous JavaScript to run on its pages instead of waiting for everything to load at once.

Organizations worldwide are realizing the significance of the AMP project. Earlier this month it was announced that AMP was being adopted by Yahoo Japan and two other Chinese search engines as well. Publishers that have already been using AMP for a while have reported  that AMP pages get more on-site time, higher user engagement, and better monetization. Growing support for the project suggests that this young initiative won’t be going anywhere anytime soon.