Ralph: 00:00:00

So I was 17.

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: 00:00:01

In the name of privacy in certain iOS

17 applications, such as messenger and

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: 00:00:07

mail, they're going to block click IDs.

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: 00:00:11

Now that caused much consternation

at the beginning when it was like,

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: 00:00:15

Ooh, is that going to be UTMs?

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: 00:00:16

Is that going to be just

click IDs, which IDs not.

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: 00:00:19

And it's been a rapidly evolving

and changing as the different betas

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: 00:00:23

and alphas came out as it stands

th,: 2023

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: 00:00:30

Google and Facebook's click IDs are

getting stripped from URL parameters.

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: 00:00:36

If you're on an iOS 17

device using certain Apple

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: 00:00:40

widgets or apps, if you will.

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: 00:00:42

Additionally, there's a setting about

enhanced privacy, which is relatively

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: 00:00:48

not buried, but you do have to look.

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: 00:00:51

Which you can turn on for all

your browsing on your phone.

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: 00:00:55

Now, by default, it's

private browsing only.

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: 00:00:57

So we don't know how many

people are going to uptake it.

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: 00:00:59

But what that means is if

you were browsing around on

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: 00:01:02

Safari, it would also click ID.

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: 00:01:06

Now, why this matters.

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: 00:01:07

Click IDs are used heavily

by Google and Facebook.

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: 00:01:10

Now, of course, they're brilliant

engineers, and they're going to do

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: 00:01:12

all sorts of other things to figure

out what's going on without these.

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: 00:01:16

We've worked with both of those

engineering teams before Click

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: 00:01:19

IDs came, since they came, and

we'll work with them after.

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: 00:01:22

And there's all sorts of ways

to do your best to mitigate it.

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: 00:01:25

But at a nutshell, Facebook and Google

have one less very precise parameter

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: 00:01:31

that helps them identify people.

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: 00:01:32

We'll now be missing from iOS 17 traffic.

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: 00:01:36

Some portion of the high

level what's going to happen.

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: 00:01:39

if you're looking at your SMS tracking

and your email tracking and you go into

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: 00:01:44

your, HubSpot, does anyone use a Weber?

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: 00:01:47

one shopping cart was my favorite All

of a sudden we will lose total visibility.

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: 00:01:53

For all iOS devices provided people opt

out of this, talk to me about like that.

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: 00:01:59

If people opt in or opt out, cause

obviously the ATT prompt way back for the

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: 00:02:04

iOS 14 was a decision, which 90 some odd

percent of people actually opted out 96%.

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: 00:02:11

Yeah, was a shocking point of view.

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: 00:02:13

Okay.

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: 00:02:13

So this one is your auto opted out.

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: 00:02:16

By default for messenger and mail,

the two apps on your phone, which

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: 00:02:23

means if you were showed a Gmail ad,

for example, there'd be no click ID.

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: 00:02:29

So the click ID is this GCLID equals

and this big gobbledy goop, which

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: 00:02:35

translates into knowing a couple things.

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: 00:02:38

For us, it helped.

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: 00:02:39

We could look up what ad

group and ad targeted you.

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: 00:02:43

And then what the criteria was.

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: 00:02:45

So it could be Gmail

lookalike of my email list.

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: 00:02:49

And then it's a target, all

Gmail addresses with this, your

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: 00:02:52

algorithms and Google think

you'll like this list of people.

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: 00:02:56

And so that click ID made

it very easy to do that.

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: 00:02:59

We take the click ID, we go say,

Hey, why did you show this ad?

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: 00:03:01

And it would tell us, it wouldn't tell

us who it would just tell us what now

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: 00:03:06

Google though, also would know who.

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: 00:03:08

And so now they're not going to

have that visibility through the

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: 00:03:12

way this is currently going to work.

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: 00:03:14

And then additionally, if you're on

safari, you can go in and say, Hey,

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: 00:03:18

strip the click IDs from safari as well.

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: 00:03:21

Now, I don't know why you'd

want to do that because target

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: 00:03:23

advertising, if you don't respond,

you don't get ads from people.

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: 00:03:26

And if you do respond,

you get more similar.

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: 00:03:29

So it's in your benefit

frankly for Google to know.

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: 00:03:33

So you're not getting annoyed

by the ads that you see because

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: 00:03:36

you'll only see things that in

theory you may give a crap about.

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: 00:03:40

That's an interesting point, which I

think people lose in this whole thing.

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: 00:03:43

Cause they're saying, Oh,

it's helping my privacy.

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: 00:03:45

It's actually helping get you or

assisting in you being more annoyed

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: 00:03:51

with online advertising, which is going

to be something that us marketers are

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: 00:03:55

going to continue to do no matter what.

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: 00:03:57

And our ads are just going to become

less relevant and more annoying to you.

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: 00:04:01

That is the thing that's lost in

all this is like online advertising

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: 00:04:05

isn't going away anytime soon.

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: 00:04:07

It's just that more relevant

advertising is becoming less and

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: 00:04:13

less applicable in today's ad

platforms because of what Apple.

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: 00:04:18

Is doing, and I think that's

a huge differentiator.

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: 00:04:22

obviously marketers listen to this

show, business owners, directors of

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: 00:04:26

marketing, people that are obviously

using online and digital advertising

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: 00:04:29

in order to further their businesses

digital marketing just in general.

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: 00:04:32

So we, as a group are maybe skewed to this

whole thing, it's not about your privacy.

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: 00:04:37

It's about now you're just going

to be showing a bunch of ads that

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: 00:04:40

are going to get shown anyway

and are less relevant for you.

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: 00:04:43

It'd be like TV.

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: 00:04:44

When you sit through the ads in

the old days, you can't skip an ad.

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: 00:04:47

So you just tune out.

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: 00:04:48

That's what's going to happen.