Apple released its app tracking transparency (ATT) framework with iOS 14.5, limiting an advertiser’s ability to track user behavior. With these changes, companies are going to need to evaluate how to best reach their customers.
How does it work? A window will pop up asking the user if they want to allow tracking within the app they are using. If they say no, the app must stop monitoring and sharing the users data. Early surveys have suggested 80% will opt out of most tracking.
"Unless you receive permission from the user to enable tracking, the device's advertising identifier value will be all zeros and you may not track them," Apple said this week in an online message to developers.
Apple’s ATT will likely change targeted marketing, which will change the ability to personalize messages based on what consumers interact with. To succeed, advertisers will need to adapt and embrace the privacy methodologies, as well as transitioning adverting measurement to a more holistic model.
Facebook has stated they are working on “new advertiser experiences and measurement protocols,” something likely most advertising native companies will be working on.
The full extent of advertising changes is still in question, but moving forward, marketers need to understand the different privacy laws and how to pivot with the changes being made.
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