In terms of data collection consent, Apple’s App Tracking Transparency (ATT) update has put marketers in a more challenging position than GDPR did.
Marketers had a lot of opportunities to make their case when GDPR was launched in 2018. But, the iPhone maker has made marketers’ lives more difficult. Every app owner now has to ask for explicit customer consent before tracking them across other companies and websites.
To survive in this era of the heightened customer, app owners should convince a user to share their data by stating what they get in return. Instead of finding a creative workaround and optimising opt-in rates, advertisers should first adapt to the framework and then look for alternative privacy-friendly advertising capabilities.
Advertisers would need a lot of trial and error to drive opt-in as currently, only 36% of people opt to share their data at the ATT pop-up prompt. They should also try providing creative and compelling pre-prompt messages to convince users to opt-in for data consent.
[6 minute read]
