Apple to launch new privacy features

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 28, 2021, 8:52 AM UTC

The company’s App Tracking Transparency feature, which was expected to come with iOS 14, would be enabled by default sometime in spring.

The changes were expected to be launched along with iOS 14 in the fall of 2020. But, the iPhone maker had delayed implementing tracking restrictions to provide developers with time to make necessary changes.

These changes are expected to come with the next iOS 14 beta release. In the new model, users would have to opt-in to share Identifier for Advertisers (IDFA) rather than opt-out.

Every app would have to ask for permission to share users’ IDFA with third-party companies, including networks and data brokers. However, platforms would still be able to use first-party data for advertising based on their terms of service.  

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