Home » Apple iOS 15: The Fort Knox Of Privacy Safety And Advertisers Achilles Heel

15 December, 2021

Apple iOS 15: The Fort Knox Of Privacy Safety And Advertisers Achilles Heel

Apple’s iOS 15 has introduced a privacy dashboard that can allow users to monitor or even block apps from selling personal data to advertisers.

These changes by Apple come into line with the General Data Protection Regulator (GDPR) guidelines which state, data collection can only be carried out after procuring consent from individuals.

As a result of these changes, advertisers and marketers will no longer be able to collect and store browsing information about consumers. Additionally, their ability to connect the online activities of users to their brand or past actions will be suppressed.

What does all this mean?

Marketers that previously enjoyed unfettered access to users personal data will have their intelligence collection methods restricted.

Unlike before, iOS 15 users can now see which apps they’ve given permission to access their data and subsequently block collection efforts. This data that could be gathered might include location, spoken word picked up on a device’s microphone, contact lists and photos, not to mention how often you access these things.

Furthermore, the iOS 15 update gives users the ability to cloak their email addresses and hide their IP addresses. This move prevents senders from learning whether an email has been opened and hinders marketers’ efforts to build personal profiles.

The Hide My Email feature lets users share unique, random email addresses that forward to their personal inbox at any time when they wish to keep their personal addresses private.

These developments have been lauded by consumers as Apple’s new software represents another step towards a zero-party data future.

Zero-party data being, consumers empowered to willingly and proactively share their data with a brand. A far cry from some of the more non-transparent methods that are utilised today.

How will markets adjust to what is almost certainly going to impact campaigns going forward?

As reported on by CMS WiRE, Chief revenue officer of San Mateo, Josh Wetzel, states: “In the short term, iOS 15 privacy changes will accelerate the shift from display to lifecycle marketing.”

Though, “This change is essentially only the start of an even greater focus on user privacy options for consumers.”

Wetzel the denoted that any channel that relies on third-party data for targeting and personalising email messages will continue to degrade.

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Apple GDPR iOS15 San Mateo