TO SHARE
Under the new Apple rules, application developers must explicitly request the consent of users if they are going to collect personal information about them using the IDFA identifier buy indian number online.
Today it lands on the iPhone, iPad and Apple TV iOS 14.5, the highly anticipated update of the mobile operating system from the apple company. And with the debut of iOS 14.5, Apple’s stringent new privacy rules also go into effect.
Under these new-breed rules, which have been baptized with the name of App Tracking Transparency (ATT), application developers must explicitly request the consent of users if they are going to collect personal information about them using the IDFA identifier.
If users choose not to give their consent to the developers to use IDFA, they may not under any circumstances take the liberty of tracking their movements for advertising purposes.
Furthermore, any type of bypass to avoid Apple’s new privacy policy (including cross-app tracking based on “first-party” data), is also irretrievably linked to the user’s consent.
«When developers submit their app to the App Store for review, any other form of tracking must be declared on the product page in the ‘App Store Privacy Information’ section and can only be implemented if this is effectively guaranteed by App Tracking Transparency «, Emphasizes the company of the block.
Apple’s new privacy policy also strictly prohibits the collection and use of personal data in the form of fingerprints. And from now on, app developers must invariably and specifically specify for what purpose they are going to track user movements.
Facebook and other developers fear a significant decline in their ad revenue as a result of Apple’s new App Tracking Transparency policy
Apple’s plans (finally turned into reality today) have been a blow to Facebook for Facebook. And it is not for less since your advertising business could be heavily battered by the changes (if, as many fear, a large part of the users decide to deprive the app developers of their consent). According to a study carried out in the United States by Appsflyer, the consent rate would be only 26%.
Still, the blood might not make it to the river after all. “Almost three-quarters of users would agree that they are personal data to be used for advertising purposes if they had more control over its use. Apple’s move is in line with our goal of achieving a Unified ID 2.0 that guarantees users visibility and control over their data and also translates into a 100% secure path for data-driven advertising “, explains Lukas Fassbender, Max. responsible for the programmatic advertising platform The Trade Desk, in statements to W&V.
“Apple’s purpose of putting privacy back in the hands of the consumer is a positive step in the right direction,” says Fassbender. “Only when the consumer understands the value of a service or content, he is really ready to support the monetization of these types of offers,” he says.
“For some time we have seen a trend towards a much stronger protection of customer personal data,” says Pan Katsukis, CEO of the company specializing in app marketing Remerge. In his view, the future of mobile advertising is definitely alien to identifiers.
“To continue offering our clients successful campaigns supporting the app marketing formula, we have equipped our DSPs with all the necessary functionalities, including SKAdNetwork integration, contextual targeting, or ‘lookalike’ audiences controlled by artificial intelligence,” says Katsukis. .
Apple’s new privacy policy also gives the advertising industry an opportunity to reinvent itself, underlines the CEO of Remerge.
Do not miss anything from MarketingDirecto.com and join our Telegram t.me/MarketingDirecto socialposts
