As will Apple Inc. moving forward with long-promised plans to make it harder to target some iPhone users with ads, advertising companies and software developers are preparing for major setbacks for the digital advertising industry $ 400 billion.
Facebook Inc., game companies and ad-tech providers are measuring a variety of responses, including updated payment models, new advertising methods and messages for consumers. In China, social media apps have tested workability that could lead to the discovery of users ’digital footprints.
The changes to Apple’s iPhone software – part of what the company describes as an app search transparency campaign to protect users’ privacy – will allow users to decide whether apps should be allowed to look keep them on for targeted ads. The iPhone maker first announced the plan in June and planned to roll it out in September, before delaying that timeline until 2021 to give participants more time. prepare.
Many of those affected have been against the plan for months. But with the change expected in the coming weeks, they are now preparing for it and measuring the potential effects.
“Most people have taken on this role,” said Eric Seufert, a strategist and consultant who has held several workshops on the issue for developers and ad tech companies. “I don’t think anyone thinks they have any kind of organization here to change things or establish an approach. ”