Quite the buzz going on about the iOS 14.5 update and its impact on mobile development and marketing. Took me a while to grasp what it actually means and the level of impact thus far.
Primarily, Apple has released a version of iOS that requires explicit tracking consent from users. This affects marketers the most and in 2 ways:
- Source/Publisher App: Examples would be Facebook and Google which publish your ads
- Destination/Advertiser App: Brand owned app (ie) the destination from the ad to the final app which companies want their users to go to
Users will need to provide consent on both these sets of apps to be able to get tracked.
There have been several numbers published on what the early adoption of this looks like and although most of it is context sensitive to users belonging to their own app and versions of iOS, it is believed that the general adoption of iOS 14.5 has been lower than what Apple sees in its first month after a new version is released.
Having said that, it is still early days and it is expected that the opt-in consent will increase in time.
Look out for my next post on how to retrieve data for this new version and what apple has in stock.
Did you know the iOS 14.6 release is not too far and has a lot of changes too?
