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A new iOS version has been launched, which includes new phone unlock options for people who wear face masks, along with updated voice capabilities in Siri.
But the most important of all is that All Apple devices are now receiving Apple’s new controversial app tracking prompts.
As Explained By Apple:
“App Tracking Transparency requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers. Apps can prompt users for permission, and in Settings, users will be able to see which apps have requested permission to track so they can make changes to their choice at any time.”
As per Apple’s previous announcement in June last year, the change has been in development for some time.
Since then, various businesses have expressed their opposition to Apple’s new approach, pointing out the negative impacts it could have on online advertising.
The social network executed a public campaign, including print advertisement full-pages in major newspapers, depicting Apple as the bad guy, with the change impacting the cost of advertising for small businesses and at a time when many of them are unable to afford it.
Apple is arguing that this change should allow more personal control to individuals, and in all respects, their prompts do have a whole lot of sense.
However, there will be other impacts as a result.
Facebook has published an extensive list outlining the upcoming iOS 14.5 launch changes, and TikTok published an overview of their ad impacts.
Nobody knows yet what the effects will be, as when the new prompts are shown to users, how many will opt-out of tracking data.
According to industry estimates, the vast majority will opt out.
What to Expect From Us?
But whatever the outcome, there will be impacts.
With the new prompts coming into effect from today, it’s worth keeping an eye on your campaign performance, noting any significant shifts, and updating your data collection processes to reduce lost opportunities.