As Apple Inc. goes ahead with long-promised plans to make it harder to target specific iPhone users with ads, advertising companies and software developers are preparing for major $ 400 billion in digital advertising industry disruption.
Facebook Inc., gaming companies and ad-tech providers weigh a variety of responses, including updated payment models, new advertising techniques, and user alerts. In China, social media apps have tested a possible solution that will continue to track users’ digital footprints.
The changes to Apple’s iPhone software – part of what the company describes as a transparency initiative for app tracking to protect users’ privacy – allow users to decide whether apps should be able to track them for targeted ads. The iPhone maker first announced the plan in June and intended to launch it in September, before the postponed timeline to 2021
Many of those affected have expressed opposition to the plan for several months. But with the change expected in the coming weeks, they are now preparing for it and weighing the potential consequences.
“Most people are upset about the reality of this,” said Eric Seufert, a strategist and consultant who has held several workshops on the issue for developers and ad tech companies. “I don’t think anyone thinks they have any kind of agency here to change things or start a solution.”