Apple Announced an App Tracking Transparency Framework (Part I)

8 January 2021

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Alex is a senior analytics expert @Viden with years of experience in analytics strategy and data collection planning, driving value for brands through data-driven insights.
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Last summer (June 2020) Apple introduced a new iOS 14 App Tracking Transparency framework. It is not really exciting news for businesses, which closely work with any app-related data. And here is why.

Brands have to ask permission to track

Now brands have to request user app-authorization in order to receive access to customer personal data and have the right to track the user or his device. It is applied to any apps or websites that collect data about end users and provides tracking authorization status. It is also referred to sharing collected data with other third-party companies or data brokers.
Tracking data includes the user’s device location, targeted ads, email lists and other metrics. More details about user privacy and data use can be found here. This policy brings major limitations brands have to face with, especially in terms of marketing efforts. Now it will be challenging for businesses to target their audience, optimize ads by consumer engagement rate, conduct measurements, accurately predict and allocate marketing budget. In other words, that means businesses are forced to make less-informative decisions over their marketing campaigns.

Why would Apple apply such changes?

The right question to ask here is: who is truly impacted by this framework? It looks like this new Apple policy is chasing a commercial concept rather than representing privacy issues. Since now Apple is greedy for sharing its users’ data, it directly and largely affects any brands that make their business decisions based on users’ data tracking reports as optimizing, targeting, or implementing strategies on customer acquisition. And obviously, that represents a great percentage of SMEs on the market right now.
This topic is very sensitive and requires a deeper look as well as profound guidance for brands to adjust. We definitely would like to take part in supporting and helping to find a way out for brands to stay least affected. That’s why soon we are sharing a guide to adjust Facebook tracking changes that can be applied promptly by brands to minimize disruptions to their businesses and be prepared for changes on Facebook. However, in case you already feel dizzy and prefer not to wait – we are here for you. You can book a strategic consultancy dedicated to your business case right now.

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