Will iOS 14.5 App Tracking Transparency have an impact on DOOH?
Published: April 28, 2021
With the full release of iOS 14.5 rolling out, Apple has implemented the highly anticipated App Tracking Transparency (ATT) framework. Aimed to strengthen privacy measures, this feature will allow users to control, on an app-by-app level, whether their data is shared for ad-targeting purposes.
Beginning April 26, 2021, Apple is requiring every app to provide users with an easy-to-understand prompt that requests permission to track them or to access their device's advertising identifier. This does not, however, stop developers from tracking users across multiple apps if all those apps are operated by a single company.
PlaceIQ and Mira, the mobile location partners for all of our DOOH data needs, do not believe that this measure will drastically affect our number of unique devices that are observed by them, however, it is impossible to know just yet the impact.
Our partners have always relied on opt-in data to support the stance of consumer privacy. Unlike companies that use consumer data within applications, we primarily use mobile location data, from apps, after consumers have already chosen to opt-in.
PlaceIQ, one of the forces behind Audience IQ, has been adamant about the respectful use of consumer data. The updates included in iOS 14.5 are consistent with PlaceIQ’s view that consumer data should always belong in control of the consumer. Their SDK developers intend to present consumers with a message, before requesting location access, which explains to the user the value exchange in providing their data. This message informs the consumer that the app services are typically subsidized or made free by the use of data monetization. It is our belief that the apps that PlaceIQ collects data from provide a utility that would cause users to approve precise locations.
In the coming weeks, PlaceIQ and Mira will be providing us with empirical data relating to the change and on a regular cadence, we will provide the latest info and trends to our advertiser clients and partners so they can make informed decisions around their campaigns.
Stay connected and check out our iOS 14.5 ATT tracker regularly for iOS 14.5 related updates.