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15 Apr, 2022

Nach einem Jahr iOS14-Horror

Alle Beiträge ansehen

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Grob ein Jahr ist es her, seit dem iOS14.5 Update, welches die wohl größten Impacts überhaupt in der Online-Marketing Welt mit sich brachte. Neben anderen Updates, hat vor allem das Feature „App Tracking Transparency“ dazu geführt. Damit müssen Apps den Nutzer fragen, ob sie sich tracken lassen möchten.

Die meisten Werbetreibenden haben das Update in Ihrem Anzeigenmanager direkt bemerkt: ROAS ist gesunken, Anzeigen sind abgeraucht, Weniger Daten wurden gemessen und teilweise haben Unternehmen sogar komplett aufgehört, Werbeanzeigen zu schalten.

Wie kommt das zustande?

Aktuelle Schätzungen sagen, dass etwa 60% das Tracking durch diesen Dialog blockieren und somit von dem bekannten Facebook Pixel nicht verfolgbar sind. Das führt dazu dass man als Werbetreibender seine Anzeigen nicht mehr korrekt tracken kann, da eben viele Nutzer nicht mehr messbar sind:

Aufforderungen zur Datenerfassung ist nervig, dadurch ist das Ablehnen der Zustimmung einfacher für Nutzer
Selbstbericht über Datenerhebungspraktiken ermöglicht es Nutzern, fundierte Entscheidungen zu treffen
Nur begrenzte Möglichkeiten zur Messung der Kampagnenleistung
Eingeschränkte Möglichkeiten zur Neuausrichtung von Anzeigen, dadurch Potenzielle Einnahmeverluste
Datenschutzbewusste Nutzer sind schwieriger zu erreichen

Wirklich nur iOS?

Aber nicht nur iOS macht das Leben eines Werbetreibenden schwer:

AdBlocker, die mittlerweile von vielen Desktop Nutzern verwendet werden, entfernen automatisch Tracking Skripte im Browser
Mozilla Firefox verfügt über einen erweiterten Tracking-Schutz, der Tracker von Dritten (z.B. FB-Pixel, Google Ads/Analytics Skripte etc.) standardmäßig blockiert.
Im Inkognito-Modus werden oft (z.B. Google Chrome) die Cookies von Drittanbietern blockiert und verhindert, wodurch klassisches Tracking nicht möglich ist.
Microsoft Edge’s „Tracking Prevention“ blockiert ebenso Tracker von Drittanbietern.
Der Brave-Browser mit „Shields“, die Tracker, Skripte und Werbung von Drittanbietern standardmäßig blockiert.
Der Safari-Browser mit „Intelligent Tracking Prevention“ (Pardon zur iOS Integration), die mithilfe von maschinellem Lernen Tracker identifiziert und entfernt.

Nicht als das schon genug sei:

Google Chrome hat angekündigt, 3rd Party Cookies in ihrem Browser komplett zu blockieren.

Dadurch funktionieren dann bei (aktuell ~55% Browsermarktanteil) vielen Nutzern die Tracking Skripte nicht mehr, was zu einem noch größeren Impact wie iOS 14 führen wird. Ein genaues Datum ist noch nicht bekannt, aber man geht davon aus, dass das Update in 2023/24 kommen wird.

Der Trend geht generell zu „Privacy-First“. Bedeutet immer mehr Hersteller werden in Zukunft ihre Nutzer „schützen“ wollen, was zu lasten aller Performance Marketer geht.

Bedeutet in Zukunft kein Tracking mehr möglich?

Grob gesagt ist Tracking so wie wir es heute kennen dem Tode geweiht. Aktuelle Technologien wie das Facebook Pixel, basiert darauf, dass es beim Nutzer auf dem Gerät laufen kann. Genau das wird aber von den Geräte-Herstellern und Browsern immer mehr umgangen/blockiert. Ganz abgesehen vom DSGVO verstoß, den man sich damit direkt holt und unumgehbar ist.

Ausweg schafft hier nur echtes Server-Side Tracking. Zukunftssicher und DSGVO konform wird somit nicht mehr auf dem Gerät vom Nutzer, sondern auf einem Eigenen Server getrackt und damit sogar noch genauer und wieder vollständig Daten erhoben.

Tags:

3rd Party Cookie | Datenverlust | iOS14

Meta Pixel startet eigenes Server-Side Tracking

Meta Pixel stellt eigene Server-Side Tracking Lösung vor: Per einfachem Klick wird ein Server auf AWS bereit gestellt, der das Tracking optimieren soll. Wie sieht das aus und wie Vergleicht sich die Lösung mit „echtem“ Server-Side Tracking?

Lesen

Meta Pixel ist illegal. Das entschied jetzt die DSB

Entscheidung des DSB: Meta-Pixel ist illegal. Da die Branche mit den ganzen Werbe und Analyse Skripte sowieso fast immer gegen die DSGVO verstößt, ist den meisten bekannt. Allerings kommen jetzt konkrete Entscheidungen und Urteile hervor. Wie Werbetreibende und Unternehmen damit umgehen können?

Lesen

TikTok Verbot für 32.000 EU Bürger

TikTok ab 1. März für 32.000 Mitarbeitende der EU-Kommission verboten. Wie geht es weiter und wo ist die Gefahr für Werbetreibende?

Lesen

First Party vs. Third Party Cookies

Was ist der Unterschied zwischen Third Party und First Party Cookies? Und wie steht es um die Browser und deren Support?

Lesen

Kann dich die Konkurrenz wegen Meta/G Ads verklagen?

Neben Abmahnverbänden könnten auch andere Unternehmen eine DSGVO Abmahnung wegen der Client-Side Nutzung von Google und Meta Ads in die Wege leiten.

Lesen

Meta zahlt 390 Mio. und Werbetreibende noch mehr

Wie neben der 390 Mio Strafe auch Werbetreibende massive Einbußen durch das Urteil erleiden werden. Ähnlich wie bei iOS 14 schon.

Lesen

Jetzt einen Termin sichern

Schritt 1

30-Minuten Termin sichern

Schritt 2

Situation zusammen analysieren

Schritt 3

Gemeinsames Ergebnis finden

Termin buchen

Alex auf LinkedIn

Ich freue mich auf einen unverbindlichen Austausch! Wir hören uns gerne verschiedenste und komplexe Setups an und können mit unserem Netzwerk die beste Tracking Lösung finden. Selbst wenn wir einen Partner dazu holen oder weiterempfehlen: Uns ist es wichtig, dass das Tracking vernünftig auf die Situation angepasst ist.