Apple will begin requiring app makers to tell users what tracking information they want to gather and get permission to do so, displaying what have been referred to as “privacy nutrition labels.” An update to the iOS software that powers iPhone, iPad, and iPod devices brings with it an “App Tracking Transparency framework” that stops apps from tracking users or accessing device identifying information without permission. With more than a billion iOS powered devices in active use around the world, a change to the mobile operating system that potentially hampers the effectiveness of digital ads could be significant. Ads made irrelevant because less is known about users could mean fewer clicks and, by extension, less revenue. Apps will still be able to target “contextual ads” based on what users are doing during sessions, keeping the insights to themselves.
Source: Economic Times