The new version of Apple’s operating system brings important and new
features with it. Among other things, Apple gives its iPhone owners full control over
full control over ad tracking for certain apps for the first time. The update is available for everyone who owns an iPhone 6S or newer (Apple devices released after 2015).
What is App Tracking Transparency and how does it work?
Apple users can now select via “Transparency” whether an app is allowed to log activity via tracking and whether the collected data can be used for targeted advertising. It is also now possible to object to information being passed on to third parties.
Since your device knows a lot about you and your life, apps as of iOS 14.5 must now ask for permission. If an app wants to track user-related data, you can now click “Allow” or “Deny tracking”. If rejected, the app cannot access its advertising ID, which is often used for tracking. This also denies access to device identification, such as the email address. Under the Settings / Privacy tab, tracking can now be disabled or enabled on the iPhone, for apps.
What impact will “ATT” have on the advertising industry?
Although there has been a positive response from users to Apple’s tracking ban, the advertising industry is fighting back against the innovations. According to a study by the market research company Flurry, only 12% worldwide have consented to the use of their data. In the USA, the figure is as low as 4%. Although Apple touts the “ATT” as a major step toward data protection, eight advertising associations from Germany have filed a direct complaint with the German Federal Cartel Office. They claim that Apple is abusing its market position and violating antitrust law, since its own advertising services are spared from the changes and Apple itself also collects massive amounts of user data.
Google with Android is also planning changes:
New will be a dashboard that provides a single view of your permission settings as well as access to data, how often and with which apps. It will also be possible to revoke permissions directly from the dashboard.
What’s not in Android 12 is anything resembling Apple’s “ATT.” The update keeps it a safe distance from ads. Google only offers an option to disable ad tracking. Furthermore, there is a button in the settings to disable ad personalization. This tells apps not to use ad IDs to create “interest-based ads.”
iOS 14.5 was released by Apple on April 26,2021. So far, about 90% of all Apple users have updated their system. What other changes this will bring for the advertising industry and business remains exciting.
