![]() ![]() If you need a refresher, the iOS 14.5 update came with a new requirement for iPhone users to explicitly provide permission for apps to collect and share their data. Apple’s iOS 14.5 update, which officially launched in April 2021, is just one of the pushes toward personal data protection. What Apple’s iOS 14.5 update means in 2023 February 23, 2023īetween a growing number of new state-level privacy regulations, the impending death of the cookie, and even the possibility of TikTok being banned, data privacy is a top concern for businesses and consumers around the globe. To explore the difference that comes with having a guide you can trust, book a meeting with our team today. Are you on the path to fulfilling your brand’s potential? We help consumer brands solve critical marketing challenges and adapt to change – before it arrives. The digital marketing landscape is constantly shifting, especially as new privacy initiatives arise. You can count on this blog article to be your resource as brands everywhere prepare for the changes and aim to minimize disruptions to their advertising efforts. It is also used for tracking and attribution. The Identifier for Advertisers (IDFA) is a random identifier assigned to each iOS user that advertisers use to deliver personalized ads. This major privacy initiative means that the percentage of iPhone users sharing their unique Identifier for Advertisers (IDFA) with apps will drop from 70% to as low as 10%. Long-term impacts will include reduced tracking capabilities and reduced personalization for users. ![]() Apps that do not adopt the prompt will be blocked from the App Store. ![]() To collect permission, Apple is enforcing a Tracking Transparency Prompt (ATT) in the App Store. With iOS 14.5, Apple will require users to provide explicit permission for apps to collect and share data. ![]()
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