Advertisers reportedly unhappy with upcoming iOS 14 tracking changes They say new iOS changes would make ad tracking more difficult

Advertisers are reportedly unhappy with the way iOS 14 will ask users for tracking permission. 

In the world of digital advertising, tracking technology is essential to determine which digital campaign was successful in getting users over the line.

Through cookies and analytics from apps and websites, tailored advertising can increase consumers’ average spend and lead to more relevant and useful adverts being displayed on social networking sites and websites.

However, tracking is increasingly a contentious subject, with many consumers blocking ad trackers on their devices using applications such as adblocking software. In iOS 14, Apple wants to make it harder for companies to track users without their express permission first.

According to Reuters, Apple’s changes in iOS 14 don’t comply with European permission standards.

As part of GDPR, consumers must check a box to accept cookies and website terms and conditions before they get started. Advertisers fear that, if Apple adds another request on top of this, users will start refusing permission, making it harder to track them.

Dozens of marketing giants, including those backed by Facebook and Google, have criticized Apple for its decision. Both Facebook and Google generate the vast majority of their income through advertising, and Apple’s changes would ultimately hit their revenue streams.

No decision has been made on exactly how the new tracking permission request will work in conjunction with GDPR, and Apple may go back to the drawing board and combine both GDPR and tracking into one singular request box. The company still has two months before the public release of iOS 14, and changes can be made before in a closed developer beta.

What are your thoughts on this story? Do you think Apple is in the right, or are you on the side of the advertisers? Let us know your take and check back soon for more updates.

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Everything Apple, every day. This post was written by an AppleMagazine newsroom writer.