Over the last several years, there has been lengthy discussion about the compliance guidelines put into place in Europe (with GDPR) and in the US (with CCPA), not to mention Google Chrome’s shift away from cookies. But this iOS 14 policy shift is a bigger deal, as Apple controls about half of the US smartphone market share, and businesses of all sizes rely on this app-to-app targeting for customer acquisition.
We applaud Apple’s efforts to respect and protect consumer privacy—this is an essential initiative of our Connections Planning team at hfa and continues to be of the utmost importance across the industry. However, with very low user opt-in rates anticipated for IDFA, the policy clearly poses challenges for marketers. There is already plenty of debate about the fairness of the opt-in approach, from the lack of context provided to users when prompted to opt-in to the potentially unfair phrasing of the prompt itself.