This week, Apple begins rolling out its iOS 14.5 software update for iPhones, iPads, and Apple Watches. One element of the rollout is a new feature requiring apps to ask for a user’s permission to track activity across the internet.
Apple’s privacy session feature, called App Tracking Transparency, or ATT, is getting a lot of attention in mainstream media and the world of internet advertising.
Even though there are still facts Apple has not shared about the rollout, let’s dig into what this means for you as a consumer and digital advertisers wanting to deliver targeted messaging.
The new iOS 14.5 software update for Apple mobile devices will prompt visitors to say whether they want their data to be used for a better, personalized ad experience within each specific app on the device.
The SO WHAT!
If you don’t want the app to track your data, you’ll still see ads across all platforms. This update doesn’t magically delete ads from the user experience!
But if you do allow the tracking, the ads you see will provide a more relevant and personalized experience based on your interests, which is excellent news for targeted advertising!
So, What’s the Deal with Facebook vs. Apple?
As you may have seen in many online blogs and news media, Facebook has been very vocal about Apple’s approach. Facebook has a lot at risk with this update, considering many of their users access their apps via iPhones.
To help consumers better understand the impact of this update on the Facebook and Instagram experience, Facebook is posting educational screen prompts on Facebook and Instagram outlining how it uses information around your activity.
This includes showing more personalized ads, helping to keep Facebook free of charge to users, and supporting businesses that rely on ads to reach their customers.