Apple s forthcoming App Tracking Transparency privacy feature in iOS 14 leaves advertisers guessing, but sure that revenues will be hit.
As Apple reminds developers to prepare for App Tracking Transparency (ATT) in iOS 14.5, marketing firms expects their $105 billion US mobile ad industry to take a hit.
According to
AdWeek, the expectation is that few iOS users will elect to allow ad tracking once they are prompted to choose. [Opt-out] rates among users seeing test prompts aren t encouraging, says
Adweek, the median opt-in rate so far is 32%. The mobile advertising sector is staring into the abyss as the privacy changes loom.
One source told the publication that the industry is facing a repeat of what happened when Apple introduced Intelligent Tracking Prevention (ITP) to Safari in 2018. ITP allegedly caused ad firms to lose hundreds of millions of dollars in expected revenues.
The Executive Chairman & Founder of S4 Capital talks about Google’s decision to stop building ‘alternate identifiers’ to track individuals’ activities online
Mozilla beefs up anti-cross-site tracking in Firefox, as Chrome still lags on privacy – TechCrunch techcrunch.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from techcrunch.com Daily Mail and Mail on Sunday newspapers.
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Personalisation was on the lips of all CMOs & Marketing directors at the end of the 2010s, even earning the accolade of 2019’s ‘Marketing word of the year’ by the US Association of National Advertisers.
The opportunity to deliver 1-to-1 personalisation at scale was the promise of marketing clouds and customer engagement platforms alike. GDPR proved to be nothing more than a minor speed bump in the road, and for those with a treasure trove of 1st party data, the time had come to look inwards to see the riches that laid in store from its activation.
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Threepipe Reply unpick Google Privacy Sandbox’s newest offering of a walled garden solution
It has been no secret that the world of digital is shifting to be more privacy conscious. With the inception of Apple’s Intelligent Tracking Prevention 2.0 and Mozilla’s Enhanced Tracking Protection in 2019, it was not long before Google threw its hat into the ring.