Apple’sadwar:the winners and the losers
When iOS 14.5 was released in late April, it appeared to be a routine software update. There were new emojis, Siri got a fresh voice and, most helpfully, it was possible to unlock your iPhone with your Apple Watch if FaceID detects that you’re wearing a mask.
Under the hood, however, it was a different story. It was the moment that Apple dropped a nuclear bomb on the advertising industry.
Apple’s new App Tracking Transparency (ATT) rules introduced a strict new advertising consent regime that mandated that if an app tracks user behaviour, the user must first must actively opt-in by granting permission in a pop-up dialog box.
Specifically, the new rules apply to third-party tracking,
