Apple’s new App Privacy update which many fear will negatively impact personalized and targeted advertising has been launched today. The new update has Advertisers wary, some users relieved and a lot of people confused. Read on to know all about it and all that it entails.
The upcoming public release of iOS 14.5, iPadOS 14.5, and tvOS 14.5 and the updated privacy policies on these devices will require all apps to use the AppTrackingTransparency framework. This framework is all about requesting the user’s permission to track them or access the device’s advertising identifier.
The update would make it mandatory to get user’s permission to track them across apps and websites to collect data and serve personalized apps. It will also let users analyze the types of data an app collects, letting them know if the info collected is used to track them or linked to their device. All of this information will be available on each app’s product page.
So, all apps submitted for review will be obliged to make public, all forms of tracking they do in the product page’s App Store Privacy Information. Further, they may be performed only if permission is granted through AppTrackingTransparency. What’s more? Developers will also need to include the reason why they want to track the user in the system prompt, per App Store Review Guideline 5.1.2(i). All of this applies to all apps starting today, i.e. April 26, 2021.
There are more than a billion iOS powered devices in active use around the world, hence the effect of a change to its operating system could be significant. While some using iPhones might grant permission for tracking, there is a fear that several might choose privacy. Facebook and Google that rely on advertising get paid only when the user clicks on a marketing message. The new change could mean fewer clicks and therefore, less revenue.
The new move about Apple is all about less stalking and more transparency. What is your take on this as an Apple user – would you grant permission for tracking? What do you feel as an advertiser – is this going to change the game? Let us know in the comments!