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- šļø Digital Marketing Must-Knows 4/25
šļø Digital Marketing Must-Knows 4/25
READ TIME: 3 mins 4 seconds ā”
Kole Ogundipe
April 25, 2023
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Hello, Marketers.
Welcome. If you think you are having a busy week, it could be worse. You could be on one of Appleās many, (many) legal teams defending their gatekeeper role in the iOS App Store. The knock-on effects of change are huge for the marketing industry. And there were two big updates within days concerning Europe and the U.Sā¦.
Round-Up
1. Apple will allow third-party App Stores with iOS17, according to Bloomberg. Apple is expected to announce the changes at its June conference, WWDC, under pressure from new Europen Union rules. (Bloomberg āļø)
Currently, Apple takes up to 30% of revenue from in-app purchases and transactions in the iOS App Store. Most App developers have no other option than to pay and give away a large proportion of their profit to Apple. Only āReader Appsā (video, music, news, etc.) are allowed to bypass the App Store and process payments externally on the web. Although even that process brings friction to users.
But thereās new EU legislation that Apple looks set to comply with by opening up the ability to run an App Store on iOS to third parties. You could imagine Meta being at the front of that queue!
Allowing third-party app stores should lead to lower-priced payment processing alternatives. App-based businesses saw their share price rise after the news. And Apple would presumably have less control over implementing restrictions like ATT in Europe.
While the change initially would only be in Europe, it could lay the groundwork for other regions to pass similar legislation.
A few days later a ruling in the U.S. was passed in favor of Appleā¦
2. Apple won its U.S. court battle against the creator of Fortnite. Fortnite was taken off the App Store in 2020 when it prompted users to make purchases externally. So Epic Games claimed Apple uses monopolistic power in app distribution and in-app payment processing. The Appeals court again ruled in Appleās favor. But Epic Games did get a smaller victory. Apple can no longer stop developers from pointing users to other means of payment. So-called āsteeringā. (The Washington Post āļø)
3. Google continues to test post-cookie solutions. Google extended the timeline for deprecating third-party cookies to 2024. But thereās still a lot of uncertainty about what privacy-preserving solutions they will offer. Google announced a test of their interest-based targeting. They compared their latest āprivacy-preserving signalsā (including Topics API) versus third-party cookies. Third-party cookies still came out ahead (and there are other caveats) but Google called the results encouraging. (Google āļø)
4. Google is working on AI-generated ads for Performance Max, according to the Financial Times. The FT reviewed an internal presentation. It describes how advertisers will be able to input text, images, and videos which will Google use to automatically generate ads based on the audience and campaign targets. Google responded to the FT and acknowledged that āguardrailsā would be needed for this type of product after concerns were raised. (The Verge āļø)
5. Snapchat makes their AI chatbot free, globally, to all users. The feature initially was only available to paid subscribers. Now itās rolling out to Snapchatās 750 million active users. (Tech Crunch āļø)
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