Imagine that as a marketer, you have access to extensive consumer data, and then suddenly, with the arrival of iOS 17, this access is restricted. The recent unveiling of Apple's iOS 17 introduces new privacy changes that could drastically alter the playing field for advertisers.
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iOS 17, scheduled for release in September, not only offers new personalization features but also introduces a significant change in privacy. With this update, Apple will remove URL tracking parameters from links opened in certain apps such as Mail, Messages, and Safari Private Browsing. This is part of a broader movement to give consumers more control over their data and privacy.
The removal of URL tracking parameters could pose a serious challenge for marketers. Tracking the consumer journey will become more difficult, and measuring campaign success will be complicated. This follows previous privacy changes, such as iOS 14.5 and 15, which have already forced companies to revise their strategies multiple times. Additionally, Google's announced phase-out of third-party cookies may have a similar effect.
Apple is attempting to assist advertisers with its Private Click Measurement solution, a privacy-focused alternative for ad attribution. It also appears that Apple will not remove UTM codes from URLs, which is a positive development for marketers.
It is advised to review strategies and focus on collecting first-party data with consent. Analyzing, testing, learning, and remaining flexible are key to adapting to this new reality in the privacy landscape.
Apple's iOS 17 privacy change underscores a shift toward greater consumer control over data and privacy. For marketers, this signifies a time of adjustment and a potential reassessment of strategies. Finding new ways to effectively communicate with consumers without infringing on their privacy will become the new challenge in the digital marketing landscape.