Do you have shares in Ad Tech companies and Ad Agencies?
Ad Fraud is forecast to reach $100 Billion by 2023 - in my opinion those shares will take a kicking when the collapse happens, and it could happen a lot sooner if the rate of ad blocking, and ad skipping continues at the current rate of adoption, and when the legislators around GDPR start to show some teeth following the 'honeymoon' period for companies to readjust.
The latest blow to intrusive advertisers accessing unwitting consumers via FaceBook and Google just got slightly more complicated with this latest announcement from Apple;
A new “Sign in with Apple” service is about to change the way iOS users access apps. Instead of handing over your email address to a developer or using a social account like Facebook or Google, you’ll soon be able to sign into apps with your Apple ID.
Tapping the Sign in with Apple button authenticates with Face ID or Touch ID, and the feature creates a unique random ID that keeps developers from accessing your personal data.
If the app developer asks for an email address, Sign in with Apple will also give you the option to generate a unique random email address that will keep your real email private. Any email correspondence the app decides to send you will then get forwarded from that random email to your actual inbox.
What makes Sign in with Apple such an appealing alternative to social logins is that it prevents companies like Google and Facebook from tracking you. Facebook and Google offer login services because it gives them access to valuable user data. In other words, users get one-click access to apps, but they also sacrifice their privacy. That’s a costly tax in its own way.
How sustainable is programmatic ad tech when it can't resolve the biggest Elephant in Ad Lands front room that of advertising Fraud, and what is the viable alternative?
There are 3.5 Billion people on Social Media - Globally!
Social Commerce is already here.
Content Discovery Via Social is here.
Ad Skipping is here.
Ad Blocking is here.
GDPR is here.
Data & Privacy is here.
So why would you continue to invest in a medium that’s riddled with fraud, is intrusive, and where the ‘Advertising’ landscape has already diminished?
At DLA Ignite we specialise in helping companies and the internal 'Change Makers' deliver on all these points, and I'm pretty sure we can help you as well. We have a tried and tested methodology, we hold you and your colleagues hand throughout, ensuring we not only 'teach' you what to do, we also make sure its firmly embedded into your firms DNA.
We don't do retainers, we are not an agency that creates and produces copy/content or sells ads for you.
We are active 'practitioners' of what we do, we already know and can evidence the ROI of a robust and internally aligned 'Social' strategy.
Part of that evidence it that you are reading this blog, just like many others - including your competitor!
We also don't do outbound pushy, salesy marketing, so if you would like to explore more, please contact the author of this blog.
Sign in with Apple “will be required as an option for users in apps that support third-party sign-in when it is commercially available later this year.” In other words, if a developer wants to offer the Facebook or Google social login options, they have to include the Apple option, too.