Apple's updated version of Opt-in Prompts enable users for Data Tracking
As a part of the launch of IOS 14.5, Apple will update its version by prompting users to track their data's within each individual app, which will come in to effect in next week as company confirmed.
Apple made its new privacy announcement amongst various product updates at its 'Spring Loaded' event. The digital platforms & marketers are on hold to find out how impact would the update be for users.
In June last year Apple announced its changes for IDFA user data tracking tools which would make all app data tracking opt-in, via explicit prompts which explain to users what data each app is recording.
The new system was named as 'AppTrackingTransparency'.
These new ATT prompts, are expected to see many users opt-out of data tracking, which could have major impacts on ad targeting, particularly in regard to retargeting based on in-app purchases, and refined audience focus, which is often driven by data facilitated by in-app activity.
Facebook repeatedly raised its voice on the update saying that it will lead to an increase in ad costs by reducing targeting capacity, but despite these oppositions Apple is now moving on to a new stage of Updating its version.
As per Apple's announcement:
"With the upcoming public release of iOS 14.5, iPadOS 14.5, and tvOS 14.5, all apps must use the AppTrackingTransparency framework to request the user’s permission to track them or to access their device's advertising identifier. Unless you receive permission from the user to enable tracking, the device's advertising identifier value will be all zeros and you may not track them."
The main concern of this update is to protect the digital information of users that can be misused, the expectation is that many users will switch data tracking off when prompted, which could help them in the process. What will the full impacts look like, nobody knows yet.
In recent studies, Facebook & LinkedIn have been the apps with large scale data hacks and leak of personal information from millions of users profiles, this update will thus alert the user to be aware from such consequences.