How the rise of digital privacy will impact your digital marketing

  • 11/01/2021 12:00 AM
  • Source: inman
How the rise of digital privacy will impact your digital marketing
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Building your digital brand has changed. Security concerns, platform outages, and constant algorithm changes make digital marketing even more challenging. As a result, it is getting harder to break through the noise and get your content in front of your target audience.

In April 2021, Apple took a big bite out of the digital marketing landscape with App Tracking Transparency (ATT) launch. This feature was part of the iOS 14 update allowing users to easily block apps from receiving a unique Identifier for Advertisers (IDFA) embedded in their iPhone devices. Blocking the IDFA eliminates user activity tracking across apps. So the next time your client is on their iPhone looking at your listing alerts, any activity tracking in place would be lost.

According to researcher eMarketer, the iPhone owns an estimated 47% of the U.S. smartphone market. After Apple launched ATT, only 9% of iPhone users reportedly initially consented to share their data across apps. That number has slowly increased to around 15% after the iOS 14.5 launch according to Flurry.com. So, as you can imagine, platforms like Facebook that rely on this information to sell advertising were not happy.
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