Apple’s Newest Update is About More than Just the Latest Emojis

Earlier this week, you may have been prompted to update your Apple device to gain access to the latest and greatest Apple emojis (because emojis rock). What you may have missed is that this latest update is one of the most progressive steps towards consumer privacy protection in recent history.

While the tech and marketing communities have been more than a little stirred up due to Apple’s new App Tracking Transparency (ATT) update, not everyone is aware of what it really means. For the average person who just wants to make the most out of their Apple app (say that five times fast), the ATT changes could have a significant impact on the way they experience the internet.

The update in layman’s terms…

You know that creepy feeling you get when you suddenly see ads popping up in your feeds after some obscure reference you made to a product in a social thread? These types of ads depend on cookies (not the delicious kind) that allow organizations to collect data and provide ad suggestions based on your online activity.

The amount of data you give the internet with a simple e-commerce search is unreal.

Searching for a specific stuffed toy? It can be inferred that you have children of a certain age who are interested in giraffes. Poof — now you’re getting ads for everything from jungle themed outfits to zoo staycations.

It does this by using a personalized identifier for advertisers (IDFA) that allows apps to collect data based on your individual activities.

Any connections that can be made will be made, and the insights can be used to target you and keep companies paying for valuable ad space.

It’s a lucrative cycle — and one that Apple just broke.

Put simply, the ATT (aka iOS 14.5) update released on April 26th turns off the IDFA and forces app developers to first get your permission prior to recording and using your data.

This is done in the form of a pop up (yay, another one of those) that gives you the option to allow apps to track your activity “across other companies’ apps and websites.”

That’s going to be a big “no” from a lot of people, and it’s going to have a huge impact on app developers who depend on ad space for revenue.

What happens if you opt out of app tracking?

For you, it means that the number of targeted ads you’ll see will significantly decrease. Your data becomes harder for organizations to harvest and use, and your digital footprint shrinks.

However, some unscrupulous developers can find backdoor opportunities to collect your data secretly. While Apple promises to come down hard on these developers, we’ll still see some unwanted data collection as long as they hide it under the guise of normal data activities.

People who enjoy customized ads (yes, they do exist) or depend on them to enhance online shopping experiences may have to further refine their searches if they choose to opt out. And brands are going to have a harder time reaching consumers through traditional digital marketing channels — raising the cost for marketers and passing this on to the businesses that depend on them.

With so many apps dependent on ad space for revenue, some may have to switch to a paid model if enough consumers opt out of data collection.

It’s a double-edged sword, but we can’t deny that it’s still a step in the right direction.

What does this mean for the future of online privacy?

It would be nice to think of this as a new era of consumer trust. However, with data being such big business (billions upon billions in annual revenue) it’s safe to say that data brokers are already formulating a way to work around the ATT update.

Until then, Apple users can opt out when given the option and monitor their use of other platforms to reduce their digital footprint.

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