Apple's Privacy Update May Cripple Some Travel Ad Campaigns
Skift Take
Travel marketers need to fine-tune their digital advertising tactics in response to Apple's imminent privacy move. New data from adtech firm Criteo underscores the opportunities as well as the challenges.
Apple is expected on Tuesday to ratchet up its privacy protections for iPhone users. The move could scramble digital marketing games — especially for travel brands.
Apple has begun beta-testing iOS 14.5, an update to its operating software that will include a new privacy measure. Apple will prompt iPhone users to give an okay before apps share their data with third parties. If many consumers say no to data-sharing, a mass opt-out will muddle marketers' efforts to reach shoppers across apps and sites.
Apple's privacy measure affects all types of advertisers, but it might especially slam the travel sector. Knowing less about travelers could make it harder for travel brands to be surgical in their messaging by geography and demography, given that some regions and age groups will be traveling sooner than others.
"Los Angeles might be great at rolling out vaccines, but Barcelona might not offer vaccines for months," said Rory Mitchell, Criteo's executive managing director of the Americas. "So a travel brand needs to make sure it is targeting ads to geographies and age groups that are relevant."
The travel industry is hurting more than most other sectors. Without app data sharing, travel brands may have less insight into which campaigns drive bookings at a time when they're desperate to regain profitability.
Skift reached out to Apple for comment about t
