After the announcement some time ago, Apple has enforced a privacy update that could be considered an industry game changer: App Tracking Transparency (ATT), which translates into the transparency in the apps tracking, requiring to obtain the consent of the user to track her data in third party applications or websites for advertising purposes or for sharing with data brokers.
In detail: when the user interfaces with an application or consults a website from an Apple device, she will be asked to check the "Permission to track information"; without this consent, the application will not be able to know the IDFA (Identify for advertisers), that is a code assigned by Apple to each device, that allows the user to be recognized and therefore to propose personalized ads.
And Android? Even the Google-branded operating system will not stand by: the target is to improve user experience also from the point of view of using advertisements and limit the "bombardment" that today occurs practically in any digital property with which you interface.
The impact of this decision in Cupertino has been perceived by the media centers which, over the last decade, have made online advertising allocation (Search & Banner) their main source of income.
And what does Video SEO have to do with all of this? The paradigm shift, due to the fact that user data will increasingly be in the hands of a few players and not within the reach of many players (large and small), will require a rebalancing of digital marketing strategies towards organic pull activities and to the detriment of push activities.
Now, it is irrefutable how the rise of video as media content is unstoppable, but the increase in interest mixed with concern towards the protection of the user data, is the definitive lever to be exploited for the new marketing strategies that respond democratically (i.e. by exploiting the search engine ranking algorithm) to customer needs, without imposing invasive ads resulting from retargeting activities on data that will no longer be available.
Video SEO will be the ideal marketing channel, as it will satisfy the main requirements that will emerge from this redical change:
- It does not require any data, but it aligns itself with what Google requires. It will have "native targeting" as it is guided by the query typed (or dictated) in the search engine.
- It will not be perceived by the user as invasive advertising, being, by definition, organic.
- It uses the main means to communicate a concept of any kind: video.
- It is prioritized by BigG as a unique element to complement its main target: becoming clickless.
The "time" factor is added on top of all of this: among the players currently unbalanced towards push activities, the first who will rebalance the propositions to end customers, making them understand the importance and impact of SEO, will accumulate a competitive advantage which, if consolidated, will create a gap difficult to fill by those who will line up at a later time.