![]() ![]() It should come as no surprise that Apple is reinforcing its commitment to user privacy. Marketers should take care to review which domains their apps are sending data to, and ensure any solutions they use are a proxy for first-party data. App Privacy Report gives users better insights into how your app is using (or abusing) their information and an easy way to revoke access if something seems suspicious. Impact Marketers must be responsible with user data in order to earn and keep their customers’ trust. Users can also view all third-party domains an app is contacting in order to better understand who else may have access to their data. App Privacy ReportĪpp Privacy Report allows users to see how often each of their installed apps has used their granted permission to access location, photos, camera, microphone, and contacts data during the last seven days. Impact By allowing users to easily create a single-use ‘burner’ email address for each app/website they use, Apple is further undermining the use of email address as a 3rd party cross-site profile identifier, putting even more of a premium on building first-party user profiles going forward. It’s all in an effort to give users better control over who is able to contact them and how. The feature is built directly into Safari, iCloud settings, and Mail, and it allows users to create and delete as many decoy email addresses as they need. Hide My Email lets users share a random email address that forwards to their personal inbox whenever they want to keep their email address private. Watch the Privacy section of the Apple Keynote on J3. Impact For iCloud+ users with Private Relay enabled, marketers won’t be able to rely on 3rd party cross-site user profiles based on specific IPs and instead should focus on building rich first-party user profiles. These relays anonymize the IP address of the user to a region (but not a specific location) and then decrypts the URL they want to visit so they can access it without being tracked. While using the Safari browser, a user’s data will be encrypted as it leaves the device and gets sent to two separate internet relays. Private Relay bakes a privacy service right into the iCloud service. iCloud Private RelayĪpple is touting iCloud+ as combining the best of iCloud with the latest premium features, including Hide My Email and Private Relay, which we tackle below. In that case, your open rates will become unreliable and you should consider performance measurement more in terms of conversion events users perform after email clicks. Impact Of course, this will affect the attribution and performance measurement of your email marketing - particularly if a good section of your users is opening emails from Apple Mail. summer images for a recipient in the Bahamas. * They’re used by marketers to make emails more personalized, such as a brand showing winter images to an email recipient in Switzerland vs. Not sure what those tracking pixels are? They’re invisible pixels that emails use to tell marketers when a user opens an email, on what device, in what location. In simplest terms, the update will render tracking pixels in Apple Mail useless, effectively preventing email senders from reliably using invisible pixels to collect information about the user’s interaction with your email. And it has serious implications for email marketing. ![]() Mail Privacy ProtectionĪs part and parcel of the larger move to help users take back control of their data, Apple announced their Mail Privacy Protection update. Below we take you through the most important ones that will affect how you market your brand to your mobile users. On June 7th, Apple wrapped up its 2021 World Wide Developer Conference, * where they announced a host of new privacy features coming in iOS 15 (launching in September 2021) that highlight the ways users can better control and monitor how apps and websites use their data. ![]() In last year’s WWDC, we talked about how iOS 14 would affect user privacy and mobile marketing. ![]()
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