How will Apple’s privacy changes affect marketers?


(Apple) has previewed the new privacy protection measures in (iOS 15, iPadOS 15, macOS Monterey and watchOS 8), which it hopes will help users better control and manage access to their data, and the technology company said that these features represent the latest innovations in the (Apple) legacy. privacy command.

Mike Herrick, Senior Vice President of Technology at WWDC, said Apple has set new rules for consumer engagement, which will have the best brand marketers, advertisers, and solution providers scrambling to adapt to what will become the new mobile experience in just a matter of months.

Acoustic Vice Counsel John Storey added that measuring the success of email marketing campaigns using metrics that are in many ways controlled by a third party, such as email openness or click rates, is not necessarily a best practice. As marketers, we need to think holistically about how we create campaigns that lead to specific actions, it’s an opportunity to rethink measurement and reporting in the context of a customer’s business.

Consumer confidence

“Looking at the marketing industry as a whole, we need consumer trust for long-term survival and changes like this help consumers build that trust,” Storey said. Clearly with their new privacy practices, I expect this will prompt other companies to think about their own practices, and we may see more industry changes in the future, but for now, Apple’s announcement is ultimately neither good nor bad for marketers. We just need to adapt, as we always do.

This shift in Apple’s privacy policy is not likely to stop consumers from buying Apple products. In fact, I think it’s likely that many consumers will see this as a benefit, enabling the company to position itself with a competitive advantage.

Marketing agencies

For marketers, this means that consumers will only become more invested in how their data is used, which is why it is so important to consider not only data privacy, but data ethics – and the vendors (MarTech) that enable it – by integrating ethical data collection and storage And using it in the fabric of your brand, you’ll still be able to create custom campaigns for your customers, just by making use of different data sources.

Data protection from third parties

In the Mail app, Mail Privacy Protection prevents senders from using invisible pixels to collect information about a user, and a new feature helps users prevent senders from knowing when they’ve opened an email, and hides their IP address so it can’t be linked to other online activity Or use it to locate them.

For a number of years, Smart Tracking Prevention has helped protect Safari users from unwanted tracking by using on-device machine learning to turn off trackers while allowing websites to function normally, this year Smart Tracking Prevention got even stronger by masking their IP address. ) of the user from trackers, this means that they cannot use the user’s (IP) address as a unique identifier to associate their activity across websites, and create a profile about them.

Check app privacy

With the App Privacy Report, users can see how many times each app has used the permission they previously granted to access their location, photos, camera, microphone, and contacts in the past seven days, users can check if this makes sense for them, and take action by going to The app in the settings if not, users can also see who their data can be shared by seeing all the third-party domains the app is connected to.

Handling the voice of Siri requests on the device

With on-device speech recognition, users’ voice requests are processed directly on their iPhone or iPad By default, this addresses one of the biggest privacy concerns for voice assistants, which is unwanted voice recording. Siri) is also on the device, allowing for offline processing of requests, such as launching apps, setting timers and alarms, changing settings, or controlling music.

Enhance internet privacy

Apple says iCloud+ combines everything customers love about iCloud with new premium features, including iCloud Private Relay and Hide My Email, and expanded HomeKit Secure Video support, at no additional cost.

Private Relay is a new internet privacy service built directly into iCloud, allowing users to connect to and browse the web in a more secure and private way. When browsing with Safari, Private Relay ensures that all traffic leaving a user’s device is encrypted. , so no one between the user and the website he is visiting can access and read, not even (Apple) or the user’s network provider. But not to their actual location, the second decrypts the web address they want to visit and redirects them to their destination, this separation of information protects the user’s privacy because no single entity can identify the user and the sites they visit.

Entry capabilities

Expanding its sign-in capabilities with Apple, Hide My Email allows users to share unique, random email addresses that they forward to their inbox any time they want to keep their personal email address private. Built directly into Safari, iCloud and Mail settings, users can create and delete as many addresses as needed at any time, helping to give users control over who can contact them.

Video Security

iCloud+ expands built-in support for HomeKit secure video, so users can connect more cameras than ever before in the Home app, while giving them end-to-end encrypted storage for home security videos that won’t Counting it against their storage, HomeKit Secure Video also ensures that activity detected by users’ security cameras is analyzed and encrypted by their Apple devices at home before it is securely stored in iCloud.

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