iOS users should now explicitly allow users to track their behavior and sell their personal data, such as age, location, spending habits, and health information to advertisers. Although many apps have allowed people to manage or opt-out of it for years, it is usually buried deep in user settings and wordy privacy policies.
Developers are now required to ask users via pop-up alerts whether they can “track your activity on other companies’ apps and websites.” Those who opt-out will see fewer personal advertisements. The app developer controls when the prompt appears. And once a user makes their choice, they can change their mind in the settings.
“This is happening without your knowledge or permission. Your information is for sale. You have become a product,” Apple said in the video.
“Mike Audi, founder and CEO of TIKI, which allows users to see what data and how companies are tracking them” online. “The result is that brands that we really want to share with our data may no longer get the data they rely on to provide you with a seamless, highly-personalized customer experience.”
Impact on business
Data experts say that large companies such as Facebook and other well-known brands will have to work to navigate the changes, but this is small for mid-sized businesses that may not have fixed resources, such as a dedicated analytics team And engineers, who may struggle more to reach potential customers.
“Many small businesses take advantage of data sharing to target and measure ads on Facebook and Instagram,” said analyst Eric Schmidt, senior director at market research firm Gartner. “It is fair to say that the benefit of digital advertising to some of these businesses will be reduced.”
Facebook has tried to avoid the benefits of data collection before Apple’s privacy changes. In February, a blog post wrote, “After agreeing with these signals, Facebook does not collect new types of data. This means we can give people a better experience.”
Daniel Barber, CEO of data management firm Datagril, said, “I believe businesses, especially Facebook, will emerge right after the app tracking transparent functionality roles.” “Change Spurs Innovation, and I hope Facebook, ad-tech companies, and any other businesses affected by it, find innovative new ways to communicate with their audiences.
He said that raising awareness about data privacy may put more pressure on government officials to develop a federal bill to protect user privacy.
Still, Apple’s iOS transformation marks the beginning of a more transparent future, as consumers will become more aware of how apps handle their data. Audi said, “The most exciting part is the expectation of users and they will demand more control over their data.” “The fastest way to get a company to bring about change is to harass its users.”