Apple receives severe backlash for introducing 'plans' to change privacy settings

There is a growing concern amongst marketers regarding the new changes to the Privacy settings in Apple devices. As per the announcement made by the makers of the iPhone, the company plans to update its operating software to show a pop-up that would give users the option to stop the device tracking after they download or update an app.

However, marketers are not happy with the changes and state that this will make it difficult for them to target consumers.

According to the survey results shared by mobile marketing analytics and attribution platform AppsFlyer, more than 56% of marketers expect negative effects of the changes. The study also found that 33% of marketers are claiming to cut off their mobile ad spending while 19% said that they will shift ad spending within the mobile.

Ultimately, the marketer’s reluctance to include Apple devices in their ad spending budget will hurt companies like publishers and game developers that sell advertising.

Apple caused quite a stir by announcing the change in its tracking technology at the annual WWDS event. After the update rolls out, apps will have to seek opt-in consent from device users to access the Identifier for Advertisers (IDFA), a randomly generated code assigned to devices.

The IDFA is valuable for marketers as it allows them to track the online activities of their consumers for targeted advertisements.

However, this will all change after the update.

Initially, Apple planned to implement the changes in September, along with the release of iOS 14, iPadOS 14, and tvOS 14. But the company delayed its plans as many companies expressed concerns and criticism.

In fact, this week, advertising companies and publishers in France are planning to file a complaint with the country’s competition authority against the iPhone maker. The union argues that only a limited number of Apple users will give their consent for tracking.

A study by Tap Research also mimics the same by saying that more than 85% of consumers would opt out of tracking, making ad targeting pretty much useless.

With this being said, let’s wait to see whether Apple considers launching the update or gives the advertisers more time to plan out alternative tracking methods.


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