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Small Mobile Ad Firms Ally to Prepare for Apple Privacy Changes

David Paul

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Smaller ad firms are scrambling to find workarounds to Apple’s new ‘opt-out to opt-in’ marketing changes.

Six mobile advertising firms have partnered to help others to prepare for Apple’s forthcoming privacy changes.

The firms have partnered to aid marketers and app developers to adjust to the changes that will affect how advertising works on iPhones.

Mark Ellis, chief executive of mobile marketing company Liftoff, which is part of the alliance said that tips and best practices, including videos, webinars, and other materials, will be provided to ensure ads are “placed in front of relevant consumers” and the effectiveness of those ads can still be measured after the Apple changes are rolled out.

The alliance follows news that Apple will soon begin to prompt iPhone users to select which apps can use their data for personalized advertising.

Once the Identifier for Advertisers (IDFA) comes into effect, ad firms will have to adapt and change their marketing strategies to gather information on their users.

Facebook and Google have workarounds in place to deal with the issue, but smaller firms are still struggling to find away to deal with the changes.

Apple’s long-awaited App Tracking Transparency (ATT) feature will roll out in early spring and will see the company’s IDFA affect Apple’s iOS 14, iPadOS 14, and tvOS 14 operating systems.

The firm initially delayed the changes to give developers time to make ‘necessary changes’ to their advertising plans and infrastructure, however, many firms firm are still scrambling.

Jeff Chester, from the Center for Digital Democracy, said that Apple’s new data privacy tools will “ensure that people have greater control over their personal information”.

“Data brokers and online advertisers will now have to act more responsibly when dealing with consumers who use third-party applications on Apple devices,” he said.

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Craig Federighi, Apple’s senior vice president of Software Engineering said: “Privacy means peace of mind, it means security, and it means you are in the driver’s seat when it comes to your own data.

“Our goal is to create technology that keeps people’s information safe and protected. We believe privacy is a fundamental human right, and our teams work every day to embed it in everything we make.”

However, there has been a backlash against the move from tech giants and privacy activists alike.

Rival Facebook argues the move will have a negative impact on its ad business. With 98.5% of Facebook’s 2019 revenue coming from advertising the firm says that losing the IDFA will negatively affect its bottom line.

Privacy rights groups have raised concerns about the privacy tool. A group led by activist Max Schrems says the trackers is installed without user consent. They argued that, since Apple places its IDFA on iPhones without user consent, it is in violation of EU law.

David Paul

Staff Writer, DIGIT

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