How Clearbit Protects Your Brand From iOS 14.5
iOS 14.5 was released to the public on April 26, 2021 — introducing a new feature called App Tracking Transparency (ATT).
For advertisers, this has led to varying degrees of confusion, panic, and scrambled problem solving, as ATT limits the data that cookies (like your Facebook pixel) can collect from iPhone and iPad users. The change is a win for user privacy, but it will hurt your ad performance if you're not prepared.
What does this mean for Clearbit Advertising customers?
Clearbit does not expect any significant impact on our audiences.
In fact, we have been preparing for this event for over 6 months! Your audiences are safe, and we're even releasing new features that we expect to improve performance in a time when most advertisers will be struggling to stay afloat.
Here is what you need to know about how Clearbit will protect your brand from iOS 14.5...
1. We do not expect Prospect or Contact Audiences to be affected.
Instead, we rely on strong corporate-to-person matching that allows us to provide Facebook with personal identifiers that they can match directly back to Facebook profiles (e.g. personal email & phone number).
We do not expect our audience match rates to be heavily impacted by this update. In fact, advertisers should expect to rely more and more on audiences built from direct data imports to get the reach, quality, and results they need.
2. Your Site Visitor audiences may shrink.
Clearbit's Site Visitor audiences relies on Facebook and Google's ability to retarget users, which will be impacted by iOS 14.5.
To expand your retargeting audiences, we recommend building Account-Based Prospect Audiences, which are resilient to the new iOS restrictions and will give you better account penetration.
3. Clearbit Reveal will not be affected.
Our reverse-IP technology does not rely heavily on cookies or cross-domain tracking to de-anonymize companies visiting your website.
Unlike other account intelligence platforms who rely heavily on cookie data, Clearbit's method of collecting data is resilient to Apple's new privacy restrictions.
4. Clearbit Conversions was designed to solve the conversion tracking problem, and protect your performance.
Our latest product release will add support for offline conversion tracking on Facebook and Google. Facebook calls this the Conversion API (CAPI) and Google calls this Offline Conversion Tracking (OCT).
Essentially, Clearbit Conversions allows advertisers to send conversion data "server-side", from our computer to Facebook and Google's computer. This means that your conversions cannot be blocked by ad blockers, browser limitations, or operating system restrictions (like iOS 14.5).
This is the new best practice that both Facebook and Google recommend. We make the implementation of this solution easy to use, and customizable using your CRM, MAP, and Clearbit enrichment data.
How can I learn more about Clearbit Conversions?
How do I get started?
If you are a current customer, reach out to your CSM. If you are interested in becoming a customer, you can contact us by submitting a demo request here.