Google is fighting for cookie substitutes and is promoting privacy clauses in the Play Store, Apple is pushing its ATT policy (App Tracking Transparency). Meanwhile, marketers are suffering because of scarce user data and hurdled targeting, ad costs skyrocket. Basically, nothing we haven’t heard of. But all this strife has brought up two somewhat contravening trends.
First. Advertisers deem that fighting the big corporations is futile and try to swerve the audiences towards brand-centric shopping. They cut off the intermediary and try to provide highly personalized email and SMS lists, separate mobile applications not dependent on big retail platforms, volumes of unique content, etc. This is an attempt to get on the tête-à-tête basis with the customers and get out of the umbrella held by the big tech corporations.
Second. Big platforms that have any kind of shopping features like Facebook, Instagram, TikTok, Google, and now Pinterest (the shopping inspiration platform, as they call it) try to scoop the individual brands. These platforms all have their native shops and can track the entire customer journey independently, circumventing the new “opt-out” habit. There is no need for third-party data if you are collecting the first-party, right?
It’s hard to be sure which trend will prevail over time, but one thing is certain: In-App shopping is rapidly gaining popularity as users get more and more comfortable with the idea of not only shopping from the comfort of their homes, but shopping wherever and whenever. For marketers, this means expanded targeting and remarketing opportunities within the apps despite the “user privacy comes first” trend.