How Apple’s New Privacy Effort Will Impact Travel Marketing
Photo Credit: Apple opened in July a new store at Ratchaprasong, Bangkok's iconic intersection. Apple
Skift Take
Privacy efforts will keep chipping away at old school digital advertising practices. Travel marketers need to persuade more consumers to consent to share their data directly. They should consider new ideas, like creating media networks and data co-ops, to help.
Apple plans to tighten its privacy practices in a way that will undermine the ability of travel companies and other businesses to run semi-personalized advertising campaigns.
Apple is set in the coming weeks to release a new operating system, iOS 14, that will require app developers to get users' clear consent to track their online behavior. The change affects players that place ads in apps on behalf of brands, such as placing ads for an online agency in a dating app.
"Now that users must opt-in before tracking them, technically all tracking methods go out the window," said Quentin Lederer, chief operating officer of WIHP Hotels, a marketing specialist.
Digital marketing agencies and platforms like Google via its AdMob business will no longer collect a person's advertising identifier on Apple devices without the person's permission. Apple's ad identifier is a set of numbers that many companies use to reveal how shoppers research and buy online.
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