Hello! In our new newsletter, we mentioned Apple’s latest announcements for developers from WWDC.
Today, we will bring you the latest discussions and news on Apple’s privacy issues.
After Apple’s enforcement regarding users’ data privacy, apps started to generate new ways to understand their users for a better user experience and more to-the-point marketing. The strongest solution is now focusing on fingerprinting. Some apps found the solutions as “bugs of the enforcement, some found them promising.
After that, we will go over the latest situation of the opt-in rates of ATT.
Are Apple’s Privacy Restrictions Blurred?
We already know that fingerprinting to identify the users or the device is now allowed specifically. Some apps came up with a solution, “probabilistic attribution.” It is used to measure the engagement with mainly those metrics:
Those restricted data helps apps to measure engagement rates.
With probabilistic attribution, apps direct download and use the information for a specific campaign without using personal information about a user. This means the data will not be matched with an IP address.
While apps that use fingerprinting for the ATT update are being rejected for using “algorithmically converting devices and usage data to create a unique identifier to track the user.”.
In the rejection mail of Apple, the apps can see which commands caused the problem. Some examples:
When the enforcements are not explained extensively, it creates time & effort, waste, and confusion for the apps. At this point, apps and marketers expect more clarity from Apple. Most of the company believes fingerprinting will not fade as quickly, but still cannot reach, a consensus about what to do. Companies are trying to find what are the limitations and the borderlines… Probabilistic attribution is one of the solutions for some measurement companies.
The debate starts here: some say those solutions are short-sided. In other words, they are valid until they are warned to change the data collection. From another perspective, apps are only trying to test the cases to understand the limitation.
Nicole Perrin, the eMarketer analyst, is underlining the importance of Apple to follow the apps and inform them when the updates are out of the lines not to create more confusion. To her, this is the only way that can make the enforcements meaningful and useful. Other companies will follow an equal competition environment if this happens, and the mobile marketing field will be more balanced.
After Apple, Google is moving forward with a more privacy-oriented experience for its users.
Now, Google is accelerating its works. The previous week, the firm launched its second beta for Android 12, a privacy dashboard that allows users to learn about which data the app is reaching, such as camera, location, or outside app activation of the user’s Android.
Mobile marketers are searching for alternatives, including consolidation with other apps to increase internal marketing capacity.
While it’s too early to say how many users will restrict app tracking, Apple’s ATT can give us some probable insights. (check below)
For further information, you can check the video below:
After the day that Apple’s ATT restrictions arrived, 26’th of April, Flurry reported the statistics weekly. When iOS 14.5 first launched, the percentage of active mobile users who allowed apps to track was 31%. Even after it sharply declines, it keeps increasing. We interpret the situation as more apps get used to the new regulation and learn how to create better prompts to explain how the data will be used, the users’ opt-in rate increases.
When it comes to the active mobile users who restrict app tracking, there has been a slight decrease in the rates since the first day, but it started to increase in the last two weeks.
Apps are taking their time to prepare the best prompt to ask users more properly to track their behavior and why. You can check some tips from our previous newsletter mentioning how to make a good ATT prompt.
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