Marketers fret as Apple’s hardline stance on tracking gets firmer

Digiday 10 Jun 2021 04:58
June 10, 2021 by Seb Joseph

Marketers continue to avoid Apple’s harsh reality of a world without individual tracking, but it’s getting harder to avoid the consequences of doing so.

This realization is getting starker among marketers trying to make sense of Apple’s barrage of privacy safeguards just days after they were announced at its Worldwide Developers Conference. In fact, there’s a growing consensus in the days since the event that the company has spent a lot of time thinking through ways to close off potential loopholes in its privacy plan.

Whether it’s allowing people to obfuscate their email address or becoming the place where they upload their government-issued identity, Apple’s devices are being positioned as safe havens bereft of shady tracking techniques. Time will tell how this shakes out, but Apple is clearly trying to close the gap between the perception of its commitment to privacy and reality.

“Much of Apple’s privacy moves are designed to block fingerprinting and the use of alternative third-party identifiers,” said Shumel Lais, CEO of mobile advertising intelligence business Appsumer.

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AppleShumel LaisLaisJoe Root
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