Originally Posted by
Checkmate
Apple announced recently that it will make a change to the privacy settings on iPhones as part of the iOS 14 update. The change will allow consumers to block the Identifier for Advertisers (IDFA) tracking technology, which enables third parties to target and measure the effectiveness of advertising at a user level. Where previously users had to navigate to the phone’s settings to switch off IDFA, under the change, pop ups will proactively offer users the option to block the app from collecting data, rightly putting them more in control.
What does Apple’s change mean for Plexure?
Firstly, Plexure helps brands drive engagement and create more meaningful, personalized interactions with customers within their own apps. This is an important distinction because the change Apple will make is to prevent ad spamming by third parties within other companies’ apps.
This is positive for Plexure because it means that the only way to drive engagement on mobile will be via branded apps and permissions. As a global leader in this area, we expect to see an increase in demand for Plexure’s services. And, as data privacy and security are increasingly a focus for consumers, I expect to see these types of changes becoming more common across the devices and platforms we use. It’s also a positive change for the customer experience. In a world where people see thousands of unsolicited messages each day, this will help to ensure the marketing messages being received are relevant, meaningful, and desired.
Craig Herbison on LinkedIn