With iOS 13 just days away, we wanted to take a moment to talk about a new feature that has the potential to disrupt the advertising industry; Sign In with Apple.
Basically, Apple is going to start offering a Sign In solution similar to the existing offerings from Facebook, Google as well as a handful of other social media companies. These offerings have proven to be super popular because, well, they make life easier. That and:
- They reduce friction for consumers and developers alike; less passwords to remember for users and less development work for business owners
- They provide audience data for businesses and app owners who are trying to understand their customer base, and;
- If a developer were to choose to do so, offer a quick and easy way to monetize traffic on an app and website by selling on user data
These Sign In buttons also ensure cookie-based tracking remains relevant in an age of mobile first commerce and consumption. Basically, this means that it allows the owner of the Sign In solution, (historically Facebook and Google) to understand user activity and behavior, across devices as they interact with the map.
Enter Apple
Apple’s offering on the other hand, does the opposite. It provides users with all the convenience of a single Sign In button, while simultaneously allowing users to have the option to obfuscate their email address from the service they are logging into. This does two things:
- Prevent the service (app developer) from accessing the users real email address, and
- Stop Facebook and Google from including in-app interactions to the user’s existing profile
In keeping with Apple’s recent focus on Privacy, this is great news for the consumer – primarily because it ensures that your personal information won’t be compromised by third-party app developers who may or may not treat it with the respect it deserves.
What about Advertising?
For Facebook and Google, the effect is similar to ITP2 embedded into Apple’s Safari browser. Basically, this is a small step in reducing the amount of information they are able to collect about their users when they are not using their own properties (Facebook, Google Maps, Instagram, Gmail, etc). We don’t think that Apple’s Sign In is going to impact targeting or ad effectiveness; both companies still have plenty of information to reach you effectively!
Want to do more?
We recommend first party data. Why? Because it works. You know your customers better than anyone. If you need help, try our AdParlor Audit or speak with one of our team members about ways we can help you better use your CRM data.