Privacy-first advertising

Apple’s recent iOS updates have made the privacy-first web a reality — and hit brands and paid social platforms hard.?

Apple’s iOS14.5 made it possible for users to?opt out of behavioral tracking, and its September 2021 iOS15 update?obscured Apple Mail users’ behavior.?

By late January 2022,?over 70% ?of iPhone and iPad users had updated to iOS15.?

For example, if you owned and marketed a mobile app in 2019, you could share the device identifiers of your very best, most engaged, and most profitable users with Facebook, and essentially ask Facebook to find you more people like these.

Facebook, with device identifiers from thousands of apps and billions of its own users, could look for other people who might like apps such as yours, and show your ads to them. So could Google, or any of a hundred other ad networks.

Not anymore.

Unless people agree in App Tracking Transparency to share their data ... and only about 20% actually do.