What you need to know
- A group of advertising companies has set up an alliance to help navigate new privacy changes in iOS 14.
- The group says it isn't concerned about revenue and believes marketing can be just as effective on iOS "post-IDFA".
A group of six advertising companies has formed an alliance to help app developers and advertisers navigate privacy changes in iOS 14.
As reported by VentureBeat:
Liftoff CEO Mark Ellis reportedly said that upcoming changes market a "significant" shift for the industry and that the group was bringing in expertise to help markets "navigate this shift seamlessly".
The group is not working with or affiliated with Apple, and hasn't had any contact with the company. Interestingly, Ellis said the alliance is not concerned about revenue:
With iOS 14.5 app developers that use IDFA tracking to personalize advertising for users will have to ask users if they want to opt-in, meaning no user can be tracked if they don't first agree to it. Facebook has been an ardent critic of the move, saying it will seriously hurt small and medium-sized businesses that rely on its advertising services to generate revenue.
Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9
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