What is the iOS 14 Update & Why Should I Care?
iOS is the mobile operating system that was created and developed by Apple to be used exclusively for its hardware. The operating system, which is a portmanteau of the classic lowercase i for Apple and the word operating system, is updated annually. The iOS 14 update is the latest and also one of the largest overhauls of the operating system to date. It included things like redesigning the home screen and the ability to host VoIP calls from other vendors (critical during COVID months). However, the biggest update for marketers dealt with Apple’s intelligent tracking prevention, otherwise known as ITP.
With the iOS 14 rollout, ITP was effectively turned on in all major web browsers. So why is this important for marketers? Because this means that third-party cookies are effectively blocked from being served to users on these devices. For instance, when someone browses in Safari or Chrome, apps they use like Facebook and Instagram can’t use cookie-based data for advertising purposes. This is incredibly significant considering 50% of America’s nearly 300 million smartphone users claim allegiance to Apple. Moreover, it could have serious impact on the scale of your audience sizes on major platforms like Facebook and Google, and through AdTech providers who use any 3rd party data.
“As more devices update to iOS 14, the size of your retargeting audiences may decrease.”
– Facebook Help Center, 2021
The answer is to look for a partner that can help you move beyond third-party cookies. Because the truth is that iOS 14 is just one of many signs over the previous few years that cookie-based marketing is on its way out. The industry has been inundated with attrition events like cookie rejection, cookie clearing, incognito browsing, and cross-domain browsing. Simply put, cookie-reliant technologies are no longer an effective way to bring personalization to shoppers.
But, cookie’s aren’t the only answer. In fact, Wunderkind’s Identity Network is purpose-built to solve for the challenges this will bring to the retail industry.
How Wunderkind Fits In
Wunderkind is a performance marketing channel that powers one-to-one messages at unprecedented scale.
“If you are looking for a high-impact, cost-effective revenue channel with minimal resources required, I would highly recommend Wunderkind.”
– VP of eCommerce, Samsonite
With high-performing triggered emails and texts, and robust audience identification & capture rates, you can retarget your most valuable leads and drive more conversions than is otherwise possible with your ESP. The scale of our network makes this possible:
- 230M monthly devices are observed across the Wunderkind Identity Network.
- 1B+ requests are processed each day across our clients.
- $2.4B in revenue driven for our partners in 2020.
One of the reasons we’re able to drive this performance while scaling reach for our partners is because the Wunderkind Identity Network doesn’t rely on cookies at all. Instead, we use next-gen identity resolution and world-class strategy, which powers high-performing, one-to-one messages on websites, through emails, and in texts at a level that wouldn’t be possible with cookies:
- 3.6X list growth rates with behavioral captures.
- 6-11% of total digital revenue driven by Wunderkind’s triggered emails.
- 5-9% of total digital revenue driven by Wunderkind Text Messaging.
Don’t let the iOS 14 update keep you from reaching your customers with personalized, effective marketing messaging. Reach out to us to see how much revenue you could be making with Wunderkind.