# Digital Privacy is Changing — Here’s How to Prepare

- Link: https://chatterblast.com/blog/digital-privacy-is-changing-heres-how-to-prepare/
- Published: 2022-05-17T17:59:04-04:00
- Author: chatterblastteam

Recent changes have hit the digital marketing world in a resounding way. Over the
last few months, there have been shifts in policy across all platforms and mediums.
How have these changes impacted our advertisements and campaigns, and what comes
next? 

Major updates like Apple’s [**Private Relay**](https://www.pocket-lint.com/apps/news/apple/157650-apple-private-relay-how-to-turn-it-on-how-it-works-icloud-plus-vpn)
arejust the beginning, as privacy and big tech companies across the world are facing
legal issues that will change the landscape of advertising, tracking, and targeting
audiences. The European Union is already implementing these new methods, and domestically,
there has been backlash and issues with big tech companies changing their own policies.
This has a trickle-down effect into business and personal life.

In its simplest form, **ad tracking** is the use of metrics like impressions, clicks,
and conversion rate to measure how people are interacting with digital ads. This
allows advertisers to create relevant ads for their target audiences and see who
those audiences actually are. Seeing audiences’ habits and interests helps advertisers
focus on people who will actually be interested in the product or service they offer.
However, this is all changing right under our noses, as mechanisms like **URL tracking**,**
cookies**, and **pixel tracking** are becoming less and less feasible due to new
legislation. 

## **What is Private Relay?**

[Private Relay](https://www.pocket-lint.com/apps/news/apple/157650-apple-private-relay-how-to-turn-it-on-how-it-works-icloud-plus-vpn)
is a new form of browsing through Apple’s iCloud that allows you to choose your 
own IP address, making it harder for you to be tracked around the web. This is akin
to a VPN, but actually offers more features. Not only is it more secure, but your
information is also encrypted twice and no outside sources (not even Google) can
use it.

The update, coupled with the iOS 14.5 changes, will shift the landscape of tracking
forever, impacting apps like Facebook, LinkedIn, Twitter, and all others that rely
on tracking for ads. Private Relay has to be toggled on in the settings, so much
of the public isn’t actually aware that it exists—_yet. _The general assumption 
is that around 30% of people have turned this on and could account for some of the
number fluctuations we have seen with our own data. Safari has also been affected,
banning third-party cookies from its browser.  

## What are the ripple effects?

In a similar move to update privacy and tracking on its web browser, Google has 
stated it will begin to block third-party cookies in 2023, which is significant 
since Google Chrome is by far the most popular web browser. Popular demand (and 
legislation) pushing for privacy-focused ad targeting has Google shifting to consumer
interests over individual behavior, making first-party data (like email addresses)
essential in the new age of privacy-focused companies. If you’re interested in these
privacy wars, Google’s [FLEDGE](https://infotrust.com/articles/operation-turtledove-fledge-remarketing/)
API is something to keep an eye on. 

The ChatterBlast Ads & Analytics team has been monitoring the impact of these changes,
and we’ve noticed the largest shifts in who is actually receiving the ads we set,
specifically on Meta (Facebook and Instagram). The amount of Android users receiving
our ads has greatly increased, which directly lines up with the release of iOS 14.5
in April 2021. Our numbers reflect how Apple and its subsidiaries are being affected.

The following graph shows our exact findings: 

[[

Throughout the past year, the [average number of iPhone users](https://gs.statcounter.com/os-market-share/mobile/united-states-of-america)
in the United States of America is around 56-57% of the population, while Android
is around 40-41% of the users. This means that due to recent updates, Meta is sending
a disproportionate amount of ads to Android users. 

Although most other metrics have been parallel to this change and the numbers have
flip flopped in Android’s favor, there is one outlier: the post engagement metric
still favors iPhone in all quarters besides Q4 2021. While we can’t pinpoint exactly
what this means, it heavily implies that Apple users are still just as engaged as
before—and just as likely to click on ads—so there’s no reason why they should be
receiving less ads across other tactics. This is one of the endless variables that
could contribute to changes in data as platforms update their policies. 

## **What does the future hold?**

In what is considered a major upgrade to those in the field of analytics, Google
Universal Analytics [is headed to retirement](https://support.google.com/analytics/answer/11583528?hl=en)
and will be replaced by GA4. This move will help Google stay inline with new laws
that are coming down the funnel and compete with other data collection companies
that offer more [in-depth analysis](https://www.information-age.com/why-large-companies-fall-foul-of-rising-data-privacy-legislation-123498961/)
by moving to a more people-focused and interaction-focused form of measurement. 

These are just some of the major changes that came our way in the past year and 
a half, and by the end of 2022, we’ll likely see a lot more action in the marketing
world. We know this is a lot of information, and the good news is that [we’re here to help](http://www.chatterblast.com/contact)!
If you’re looking to stay ahead of the curve and deliver quality campaigns in a 
privacy-first, consumer-focused way, we’re always here to provide expertise, transparency
and data-driven methods to help businesses get the most out of their marketing.