As Audrey correctly predicted, Apple’s new privacy rules as part of iOS 14.5 are forcing marketers who rely on accurate data to have to take a step back and wait to see how rapid consumer opt out of having their data shared across platforms.
Add Twitter to the list of advertising platforms who are unsure as to how this will impact brand campaigns. They did, however, come forward with some advice:
If you are running branding campaigns and looking for awareness, it’s business as usual. Those impressions will still take place.
However, if you are looking for detailed metrics and accuracy in reporting on your funnel, you’re going to have to accept the fact that consumers will be opting out so it may not be available.
We’re on a see approach to see how this affects our clients, but it’s worth noting that if you’re looking for Twitter to have an answer to data tracking the answer is clearly “no”.