Apple Tracking Policy
With the most recent updates of its mobile operating systems, in April 2021 Apple implemented a new global App
Tracking Transparency policy (the“tracking policy”). The policy obliges app developers to display an
additional (Apple-designed) prompt to request permission from end-users for the developer to“track" the user, even when the user has already consented to the sharing of its data through the developer’s own consent tool. Some have welcomed the new policy as
a step to enhance privacy. Others see it as a “bombshell for third-party mobile ad tech” that, together
with Google’s disabling of third-party cookies, only entrenches the data supremacy of Apple and Google,
and forecloses data-based competition across the entire Apple ecosystem. These concerns in fact have already triggered
an investigation by the French Autorité de la concurrence. In May 2021 eight German media and tech
associations issued a joint complaint against Apple before the German Bundeskartellamt. IVW Germany is one of those associations.
New Privacy Regulations in Germany
Due to new data protection restrictions in Germany (the legislative act is called ”TTDSG“), which applies from December 2021, the IVW-Digital must convert its census measurement to a cookie-consent-free measurement, which will probably (in a transition phase) only provide contacts (page impressions). The around 1,400 IVW-Digital websites and apps are therefore currently required to migrate to the new measurement system. IVW Germany is lobbying continuously for an exemption concerning” audience measurement “in the upcoming European ”ePrivacy Regulation“.
General situation in print media
As before, the digitization of print media is currently the dominant topic in the triangle of publishers, advertising agencies and advertisers. Although sales of digital editions are rising steadily, they cannot compensate for the losses of printed newspapers and magazines. Nor are they currently able to generate the revenues that print media contributed to publishers' profits in past decades. Therefore, publishers are still searching for the right way forward, both in terms of stabilizing circulation and on the monetary side.
The following topics are in the focus of IVW Print:
Reporting of a total number
The advertising agencies have commissioned IVW to create an overall figure from the three product categories of print media, ePaper and paid content offerings. The central criteria here is that the three products must come from one brand family. In the deliberations that have been going on for some time, newspaper publishers have still shown marked restraint. The background to this is that sales from paid-content products, in particular, could also be included here, which are very low. This would affect the value of the overall figure and possibly dilute the performance indicator. The consultations are continuing - but we are confident that we will be able to conclude them satisfactorily during this year 2021.
Usage indicator/delivery proof
The demand to provide a usage indicator for ePapers in the form of a proof of delivery also came up from the advertising side. The background to this is that the digital editions of print media are often also sold in combinations - here the advertising agencies would like to have the certainty that the buyer is at least in possession of the ePaper and has the opportunity to read the digital edition.
ePaper without print counterpart
In order to include the circulation figures for ePaper, it is imperative that an identical print counterpart (replica) has been published. Some publishers will move away from this in the future and produce only individual print editions, or none at all. However, the publishers would like these pieces to be reported under the exemplary media genre of – for example –newspapers. IVW is currently developing a catalogue of criteria for this purpose, which is to be incorporated into the corresponding regulations.
A very large project for IVW is the changeover from on-site audits to centralized audits or audits in the auditors' home offices. The aim is that from the middle of the year 2022 around 50% of the regular circulation audits will no longer be carried out on-site at the publisher. This is definitely a timely, and perhaps overdue, approach and will save costs, time and, in the long term, personnel. Individual tools are being developed for this project and existing digital tools are being developed.