Apple’s recent announcement that iOS14 would issue a real and honest consent warning when you download a new mobile app.
Would you say “yes” to allowing an app or brand permission to “track you across apps and websites owned by other companies?” Neither will 99% of consumers. This is actually a genius move by Apple. Marketers can’t really get upset about losing the IDFA capability, because technically it’s still around. Apple gets to burnish its privacy credentials while not taking huge amounts of flack from brands and advertisers because, after all, who can argue with giving people more rights with their personal data? And make no mistake: this is a great move for user privacy. But it’s also a huge problem for a massive industry.
Apple Just Crippled IDFA, Sending An $80 Billion Industry Into Upheaval by
John Koetsier at Forbes
This builds on the groundwork of GDPR and CCPA, but providing an unavoidable consent notice, rather than the convoluted and tricky experience offered by the IAB. If this is an immovable obstacle for marketers then they will ultimately find a way to engage with the customers rather than by trickery and obfuscation. This has set the race in motion, and when a solution is found, it will permeate beyond mobile into the web in general. A good thing.