The future of ads after iOS 14.5

Today, Shane Austrie, the CEO of Silicon Valley Consulting talks with Ben about innovations and the overlap between MarTech and AdTech. Shane is a MarTech and AdTech consultant, so who better to give advice on how machine learning affects marketing on various platforms including social media? With the update of IOS 14.5, what will the online marketplace look like for marketers? Ben and Shane discuss in detail what you can expect going forward.
About the speaker

Shane Austrie

Silicon Valley Consulting

 - Silicon Valley Consulting

Shane is the CEO - AdTech & MarTech Consultant at Silicon Valley Consulting

Show Notes

Quotes

  • “Ever since 2016 has been a snowball effect slowly building up where privacy concerns and data concerns were increasing every so often, every single month, as this became a new juicy topic for news publications… news publications do form a bit of bias.”

  • “Online privacy is incredibly important, but my understanding of what's happening behind the scenes is that the biggest players in advertising are taking advantage of the consumer's concerns in privacy to try to reposition the advertising industry. So it benefits them.”

  • “Is true where there is a potential crisis, a good business person who can find a way to profit.”

  • “Well, it's not really the first time that apple has done it. They have shown very aggressive moves in the past with Spotify.”

  • “So basically all apps need to show that prompt. As soon as their app opens and says, Hey, do you want to accept me tracking you for XYZ reasons? Or do you want to decline me tracking you, which may reduce the experience you need for this app?”

  • “My problem with this is not necessarily that Apple is providing the prompt. Hey, do you want to be tracked? It's actually how they positioned this. Do you want to be tracked? Yes or no? The answer is always, no, it doesn't necessarily give the app or the marketer the opportunity to say, ``Here's the reason why we need this amount of data or what we need the data for.”

  • “Apple is really good at treating this realm of things having to be done a certain way, but with Android devices, you can literally click, Hey, I want to give you audio permission, but I don't want to give you camera permission.”

  • “And now you're going to see a lot of ads that are irrelevant. Now you'll see ads that you completely wouldn't want to see because you're not that target demographic and third party pixels, third-party cookies and so forth.”

  • “And what do you realize that not they (Apple and Google Chrome) are still collecting data on you. It's just, nobody else can collect that data.”

  • “We're definitely seeing a surge in basically more niche targeted, meaning really targeting blogs and articles that have your core audience. What is not so much guesswork going on.”

About the speaker

Shane Austrie

Silicon Valley Consulting

 - Silicon Valley Consulting

Shane is the CEO - AdTech & MarTech Consultant at Silicon Valley Consulting

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