Apple has tweaked how it allows apps on its phones to track user data—a change that is roiling the digital ad and marketing industry. It’s new “App Tracking Transparency” feature is seen as a big deal—particularly by social media giants such as Facebook—which use tracking data to serve relevant ads to users across platforms.
It’s this consumer data that has made companies like Facebook and Google some of the most sophisticated marketers in human history. Demographic data allows marketers to not only track the performance of various ad messages, but also “retarget,” serving that ad with the strange pajamas again and again as you traverse the web.
Apple is trying to educate consumers about the use of their data and is allowing companies to make their case on why users should opt in to data collection.