IOS is i-ok

The recent changes to Apple’s iOS 14.5 tracking settings have prompted many questions, particularly from marketers wondering how these updates will affect their ability to target and optimize their ads.

Some advertisers are worried about the higher opt-out rates for ad tracking, although preliminary reports show that initial concerns may have been overblown. Other programmatic buyers have brought up the lower overall number of device IDs in the digital ad space as a possible roadblock.

Marketers can mitigate these risks by keeping in mind a few key tactics: Improved matching between users’ at-home IP addresses and mobile device IDs can help grow a potential audience of Apple users. Within a campaign, leveraging cross-device capabilities can ensure that reach and scale are maintained. Ad buyers working with custom-built audiences should confirm that their data providers are working to grow the overall number of devices they have access to.