Apple iOS 10 - Talking about the changes to the Limit ad Tracking privacy setting
The release of iOS 10, the newest version of Apple’s mobile operating system (coming this Fall), will bring an array of new features and upgrades, and a change to the functionality of the “Limit Ad Tracking” privacy setting.
The iPhone operating system allows app developers to target advertisements to app users by using a unique ID number called “Identifier for Advertising” (IDFA or IFA). This advertising identifier functions similarly to the way cookies are used by web browsers, allowing third parties to recognize a user over time and across different apps. In the iPhone’s Privacy Settings, the user can re-set that identifier at any time, and also has the option to select “Limit Ad Tracking.”
In iOS 10, setting Limit Ad Tracking will set the IDFA to null. In the video above, I discuss the benefit to consumers, impact on advertisers and the relevance for de-identification. Thoughts welcome!
Jules Polonetsky is CEO of the Future of Privacy Forum. Follow him on Twitter @JulesPolonetsky
Channel Manager at Boyum IT | ex-Microsoft | Manufacturing | Product Value Chain | D365 BC
8 年Joey W.
Marketing | Strategic & Digital Marketing | Branding | Intersectionality, Empowering Women | Lifelong Learner | #IAmRemarkable Facilitator
8 年I think privacy should not be only a human right, but a free choice above all.
COO, Dansk Film Digitization
8 年Very true, Rob! I would add that consumers would be fine with (and possibly desire) ads that actually delivered informed, directed and RELEVANT info to their needs, wants and interests. When most of the ads I receive are irrelevant, of course I want them blocked. The companies that can mine/wrangle data and apply it intelligently to their consumers (along with embracing responsible practices!) will join the winning group you mention.
President - Media & Advertising Technology Consultancy
8 年Those who believe the battle is about beating Ad Blockers simply don't "get it". The challenge is to work within the bounds consumers find acceptable. Not to subversively track them or force messaging to them. In those instances you have only delivered an impression with no value. Eliminating the impact of ad blockers is not a technical challenge, but a cultural one. The companies that realize and embrace responsible advertising practices first will be the winners here. Many think they are losing impressions and revenue by doing so. The fact is they are severely over-valuing the impressions being delivered in any environment that shows contempt or ambivalence for the consumer experience.