Apple’s new anti-tracking feature is costing advertisers a fortune
The iOS 14.5 update that Apple released in April is turning out to be a major headache for advertisers. Aside from introducing more emojis and new Siri voice options, iOS 14.5 saw the introduction of Apple's App Tracking Transparency framework. The new framework is part of Apple's ongoing push to strengthen iPhone privacy. The framework gives users more granular control over which apps are allowed to track their behavior across apps and websites.
iOS 14.5 still allows tracking for purposes of serving up ads, but users now have to opt-in. With that said, early reports indicate that upwards of 96% of iOS users are not opting in. As a result, advertisers know less information about users. In turn, advertisers can't implement targeted ads to the extent they were able to before iOS 14.5 was released.
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Apple’s new anti-tracking feature is costing advertisers a fortune originally appeared on BGR.com on Wed, 14 Jul 2021 at 21:04:43 EDT. Please see our terms for use of feeds.