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Recently, Ars Technica revealed that 96% of US users opted out of app tracking in the iOS 14.5 update, where Apple enforces a new privacy policy called AppSTracking Transparency. Now, iPhone, iPad, and Apple TV apps are required to request user permission to use techniques like IDFA (ID For Advertisers) to track their activity across multiple apps for data collection and ad targeting purposes.
Verizon-owned Flurry Analytics, which is used by over one million mobile apps, says US-based iPhone users agree to be tracked only 4% of the time. These numbers clearly show users are rejecting tracking at a much higher rate than previously projected.
Apple’s move, in particular, was a game changer. Now, app developers and advertisers relying on targeted mobile advertising for revenue are seeing their worst fears come to be. On the flip side, Apple’s policy change met fierce resistance from companies like Facebook, whose market advantages and revenue are built on leveraging users’ data to target the most effective ads for those users.
It goes without saying that Facebook was enraged. The company went as far as to take out full-page newspaper ads in the New York Times, Wall Street Journal, and Washington Post with the headline, “We’re standing up to Apple for small businesses everywhere.” Facebook (among other Big Tech players) claimed that Apple’s privacy change would not only hurt Facebook but destroy small businesses worldwide.
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