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Advertisers react to Apple's new single sign-on in the privacy feature

Apple has just presented a lot of privacy movements, and like Facebook and Google, the movements are sending waves through the world of advertising.

The "Log in with Apple" service revealed that Apple's WWDC on Monday allows users to log in to Apple devices securely, and Apple is releasing it as a privacy-friendly move.

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"They are very protective of user data and do not want to get caught up in some kind of Facebook violation," said a senior ad buyer, speaking anonymously because he was not authorized to talk about Apple. "Once you're in the Apple ecosystem, you do not want to leave, so the more you can offer, the better."

Of course, that's what makes advertisers go crazy because it makes it harder for them to reorient users.

The end of time

The greater emphasis on the privacy of the consumer of Jay Pattisall, Apple and Facebook, analyst of Forrester, represents the aim of the advertisers who use massive and cheap digital marketing as an optimization strategy. Marketing experts who have used a cheap digital advertising inventory, particularly visualization, search and social media as a testing ground to bombard consumers with thousands of ads will no longer be able to do so, he said.

Apple introduces single sign-on and blocked access to applications that track location data with the "only once" option that further complicates digital metering for marketers, said Philip Hyunh, vice president of paid social services of 360i. A brand that runs an advertising campaign on Facebook and YouTube on an Apple device will obtain three different sets of measurement data for each ecosystem.

"It will be difficult to dissociate these data and see them as one person instead of four people, which makes it more challenging," said Hyunh. "None of these walled gardens shares information."

Hyunh added that Apple's single sign-on puts the brand's first brand data at risk. Presumably more people will use the feature to share their emails with the marketers' applications repeatedly, which not only gives brands less data, but also their ability to communicate with their consumers.

"This weakens the real data and the type of data the brands have, and makes the measurement even more difficult," said Hyunh.

A pivot for Apple advertising?

Pattisall predicted a return to creativity as companies such as Apple reduce access to data.

"Now that you will not have to use the actual inventory in the market to perform the tests because it is relatively cheap, the pendulum will turn to creativity," Pattisall said.

Apple has never been a major player in the advertising game, since it gets most of its money from hardware sales, so it can afford to have policies that are not friendly to advertisers. But the main ad buyer said that this privacy move could help set Apple up to engage in advertising.

"They can improve their game if they decide to do it," he said. "They will have access to all this data that they can only buy through their ecosystem."

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