{"id":6676,"date":"2021-07-15T13:01:24","date_gmt":"2021-07-15T11:01:24","guid":{"rendered":"https:\/\/www.presspadapp.com\/blog\/?p=6676"},"modified":"2021-08-18T07:48:48","modified_gmt":"2021-08-18T05:48:48","slug":"how-apple-privacy-policy-affect-magazine-publishers","status":"publish","type":"post","link":"https:\/\/www.presspadapp.com\/blog\/how-apple-privacy-policy-affect-magazine-publishers\/","title":{"rendered":"Magazine Publishers Are The Real Winners Of The New Apple Privacy Policy"},"content":{"rendered":"

Apple is a company that needs no introduction. Together with Facebook and Google, it dominates the technological world and sets the tone for different kinds of businesses. Each, even the smallest change these big three introduce can have a huge impact on the whole world. This is what has happened recently due to announce the new privacy policy by Apple. It’s time to say it loud and clear: magazine publishers are real winners of this situation.<\/h2>\n

Who would have thought that such a little change would make so much noise?<\/p>\n

Guided by the belief that privacy is a fundamental human right and one of their core values, Apple decided to facilitate people’s access to privacy policy settings. They don’t ban tracking but will require app creators to obtain consent from their users to track them.<\/p>\n

This little step can make big changes in the advertising market, what many entrepreneurs worry about. However, all the signs indicate that the magazine publishers can sleep peacefully because they can become secure business partners for advertisers.<\/p>\n

What changes will Apple introduce? How will it influence magazine publishers? If you want to know answers to these questions, read on.<\/strong><\/p>\n

<\/p>\n

What will Apple exactly change into their privacy policy?<\/h2>\n

Apple has been consistently building brand loyalty through caring for the user, what they\u2019ve proven, for example, by introducing the App Store Small Business Program<\/a> which reduces taxes from in-app purchases.<\/p>\n

This time, their announcements caused a bit of buzz, especially among large companies basing their business models on advertising. Is there really anything to worry about?<\/p>\n

Let\u2019s figure it out.<\/p>\n

How many times have you changed the privacy settings in the mobile apps you downloaded? We all have such a possibility. It is up to us whether we allow companies to collect our data or not. The problem is, I guess, not many of us know about it and what follows, change it manually.<\/p>\n

\"privacy
Guardian\u2019s privacy policy settings<\/figcaption><\/figure>\n

That\u2019s where Apple came in. Their idea changes everything by changing a little. Theoretically, everything remains as it was because we\u2019ll still modify privacy settings as we could do it so far. It just will get easier. We won\u2019t have to remember about it, spend time looking for the settings, and wonder what to turn off. Instead, we\u2019ll automatically receive a notification that will ask us for consent to track and collect data.<\/p>\n

All thanks to the features of the next iOS 14 updates. After updating the operating system on Apple devices, every app will have to obtain the user’s explicit consent to track his activity. Importantly, Apple also decided that each app creator will have to inform users how he tracks them and give a specific reason for collecting data.<\/p>\n

\"Apple
App Tracking Transparency \u2013 a new framework introduced by Apple (source of the photo<\/a>)<\/figcaption><\/figure>\n

On the developer.apple.com<\/a> we can read:<\/p>\n

\n

\u201cThe App Store is designed to be a safe and trusted place for users to discover apps created by talented developers around the world. Apps on the App Store are held to a high standard for privacy, security, and content because nothing is more important than maintaining users\u2019 trust. In order to submit new apps and app updates, you need to provide information about some of your app\u2019s data collection practices on your product page. And starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, you\u2019ll be required to ask users for their permission to track them across apps and websites owned by other companies.\u201d<\/p>\n<\/blockquote>\n

Why did Apple decide to activate App Tracking Transparency feature? What’s their goal?<\/h3>\n

Apple has been consistently building the image of a company that cares about the privacy policy. The purpose of the introduced changes is not only to strengthen this message but also to improve the brand’s transparency and empower users by helping them take control over their data.<\/p>\n

\u201cPrivacy means peace of mind, it means security, and it means you are in the driver\u2019s seat when it comes to your own data\u201d \u2013 said Craig Federighi, Apple\u2019s senior vice president of Software Engineering.<\/p>\n

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Apple Privacy Policy<\/a><\/figcaption><\/figure>\n

We can expect that Apple’s direction will remain unchanged in the future, and they’ll be creating technology that keeps people\u2019s information safe and protected. From the user’s point of view, in the age of fake news, and a decline in trust in social media, Apple\u2019s plans sound reasonable and reassuring.<\/p>\n

So what’s all the fuss about?<\/h2>\n

Apple\u2019s modification will force far-reaching changes to the advertising ecosystems of Google, Facebook, and other data-driven businesses. It will be more difficult for them to target ads to users, what in consequence, can reduce revenue.<\/p>\n

The opponents of Apple’s changes claim that when users, after launching an app, are clearly asked whether they agree to track their activity, most will want to disable this feature.<\/p>\n

What will be the consequences of Apple\u2019s changes for businesses?<\/h3>\n

The new privacy policy can change the business profiles of various companies, both those offering places to advertise and those using ads to promote themselves. It will disrupt the data of the campaigns targeted at people with Apple devices, so marketers can draw erroneous conclusions from the analysis of the results. This will be most significant to companies that use automated ad sales and have numerous customers who are iPhone users.<\/p>\n

Paradoxically, Apple’s changes can be beneficial for publishers. How it’s possible?<\/strong><\/p>\n

Apple\u2019s new privacy policy is favorable for magazine publishers<\/h2>\n

The direction in which the ads are going is good news for magazine or newsletter publishers, especially those who have their own apps. Their value will increase in the eyes of advertisers.<\/p>\n

Let’s analyze the situation when a magazine monetizes thanks to ads.<\/strong><\/p>\n

Imagine: a publisher of a magazine for Formula 1 fans has its own mobile app. The sources of his revenue are ads. A reader using iPhone downloads the app, then a notification asks him if he wants to be tracked, and he replies \u201cno\u201d. What’s going then? Neither the publisher nor the advertiser gets any data about the reader; they don\u2019t know what he reads, when he does it, etc.<\/p>\n

Is it really so?<\/p>\n

Magazine publishers are entrepreneurs whose clients are usually concentrated around a specific topic and interests. It’s usually a well-defined group. I\u2019ll show you the example of PressPad\u2019s customer \u2013 Grand Prix 247<\/a>. They are providing non-stop Formula 1 news coverage on their website and in the mobile app.<\/p>\n

\"\"

Ads in a mobile magazine app<\/span><\/figcaption><\/figure>\n

As you can see on the above screenshots, there are car ads in this Formula 1 magazine. Will they be seen by the target audience interested in cars? Answer yourself. Even refusing to collect data may not affect the success of the advertising at all (for example, DuckDuckGo generates revenue thanks to advertising while upholding privacy policy \u2013 when you type in a search, they can show an ad just based on that search term). If the advertiser places the same car ad in a general-interest magazine, probably fewer readers will be interested in his product.<\/p>\n

Simply speaking, it\u2019s not about reaching a million people with your ad but to reach the thousand people who are really interested in product it presents.<\/strong><\/p>\n

Choosing a magazine focused on a specific topic will be a better decision for the advertiser than put an ad on Facebook or Instagram. Magazine publishers not only target their content to a specialist group but thanks to mobile apps and their features (push notifications, possibility to save articles, etc.) make readers don’t miss new content and… advertisement. Advertisers when choosing which publication will attract the right consumers, should consider not only the type of magazine but also the age and gender of their readers as well.<\/p>\n

The niche magazines will gain the most – their readers are more centered and organized around their niche. This provides a special insight into this group.<\/strong><\/p>\n

Niche magazines have great monetization possibilities and this is not the first time we can say it (they are the ones who gain big profits on the introduction of a paywall model<\/a>, too). Why should advertisers turn to them?<\/p>\n