App Tracking Transparency (ATT) is a feature released by Apple in iOS 14.5 which requires apps to obtain explicit user permission before tracking their data across other apps. ATT is designed to give users more control over their data and to increase transparency around data collection practices by app developers. Under the ATT framework, apps must display a prompt asking for user permission to track their data, and users have the option to allow or deny tracking. Additionally, apps must provide detailed information about their data collection practices in the App Store listing. This allows users to make more informed decisions about which apps to download and use. Overall, App Tracking Transparency is a significant step towards giving users greater control over their data and increasing transparency around data collection practices in the mobile app ecosystem.
Before the introduction of ATT, mobile marketers had access to a wealth of user data, including their location, browsing history, and in-app behavior. This data was used to target users with personalized ads, increasing the chances of conversion and driving revenue for app developers. Additionally, mobile marketers were able to track users across different apps and websites, allowing them to build detailed profiles of users and target them with even more personalized ads.
Apple's introduction of ATT in iOS 14.5 has sent shockwaves through the mobile marketing industry.
One of the most significant impacts of ATT on mobile marketers is the reduction in data available for targeting. With the introduction of ATT, mobile marketers are now required to obtain explicit user permission before tracking their data, and users have the option to allow or deny tracking. This means that mobile marketers will have access to fewer data on users and will be able to target them with fewer personalized ads.
Another impact of ATT on mobile marketers is the increased competition for user permission. With the introduction of the ATT prompt, users will face a choice of whether or not to allow tracking by mobile marketers. What this means for marketers is that they will need to work harder to convince users to allow tracking, potentially resulting in a decrease in the number of users who allow tracking.
The introduction of ATT could also lead to increased scrutiny of the mobile marketing industry and potentially stricter regulations in the future. The increased transparency around data collection practices could lead to increased public scrutiny of the mobile marketing industry, resulting in more rigorous regulations and stringent data collection and use guidelines.