However, this change only impacts emails accessed through Apple’s Mail app and not Gmail, Outlook, or any other non-Apple platforms. The sender learns which email addresses opened the email, when the recipient opened it, how often they opened it, and even their IP address.Īpple’s new Mail Privacy Protection feature hides all information from email senders, blocking attribution pixels outright. When someone opens an email, these pixels automatically download with images. Marketers typically use attribution pixels to measure the performance of email campaigns like newsletters.

Mail Privacy ProtectionĮmail marketers take note: Attribution is about to get a whole lot more difficult.

In addition, iOS 15 introduces new privacy features that advertisers should consider. What changes will iOS 15 bring?Īpple’s newest operating system will carry over all the recent updates released in iOS 14.5, including the expanded privacy features. To that end, let’s look at Apple’s follow-up to iOS 14.5 to see what changes are in store for digital advertisers. Advertisers must be ready to adapt to the constantly shifting technological landscape. The takeaway for marketers is that digital advertising is never static. In the long term, it could redefine digital advertising on mobile devices. Though the policy is in its infancy, and it’s impossible to know what the future holds, App Tracking Transparency is already having a ripple effect on the industry. As of May 2021, only 9% of mobile phone users in the U.S. have opted into App Tracking Transparency. This change has repercussions for advertisers, particularly those who use Facebook advertising, as Facebook uses mobile phone data from app users to inform its ad targeting.

This update implemented a suite of new privacy measures, including App Tracking Transparency, which requires apps to get users’ permission before tracking or accessing their data for advertising purposes. Apple released new transparency tools like the “Privacy Nutrition Label” that explains how a particular website uses data. In April 2021, Apple released a new update to their mobile phone operating system called iOS 14.5. Companies like Google, Facebook, and Apple are responding to the growing desire for more transparency by giving people more control over how their personal data gets used. In recent years, data privacy has been a dominant topic in the technology industry.

Ios 15 update