Apple launches app tracking permissions

We've known this was coming for several weeks. But, it's here. Apple has launched its app tracking permissions program as part of its latest update.

The launch of iOS 14.5 includes new phone unlock options for people wearing face masks and a range of updated voice options for Siri. But the biggest change with this update is a significant impact to marketers.

Apple's new app data tracking prompts are now being rolled out to all iOS devices.

From Apple, via socialmediatoday.com, "App Tracking Transparency requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers. Apps can prompt users for permission, and in Settings, users will be able to see which apps have requested permission to track so they can make changes to their choice at any time."

This change has been floating out there for several weeks, months even. According to socialmediatoday.com, the change has had companies voice their opposition to this approach, highlighting the impact it could have on digital marketing, and reducing the effectiveness of online ads.

Apple said its stance is that this change puts more control into the hands of individuals and with the broader shift toward providing more transparency and control over user data.

To read the full article, click here.