App Tracking Alert In iOS 13 Has Dramatically Cut Location Data Flow To Ad Industry

Apple’s initiatives to minimize tracking by marketers is continuing to make life harder for the advertising industry, forcing advertisers to use inefficient data sources to pinpoint users. AppleInsider reports: Over the years, Apple has enhanced how it protects the privacy of its users online, typically by limiting what data can be seen by advertisers tracking different data points. Initiatives such as Intelligent Tracking Protection in Safari has helped secure more privacy by making it harder to track individual users, which advertising executives in December admitted has been “stunningly effective.” While ITP and other improvements have helped to minimize the tracking of users, marketers are also being affected by another element of iOS 13, one where users are regularly notified of apps that are capturing their location in the background. The warning gives options for users to allow an app to continue to track all the time or to do so when it is open, with users often selecting the latter. According to data from verification firm Location Sciences seen by DigiDay, approximately seven in ten iPhone users tracked by the company downloaded iOS 13 in its first six weeks of availability. Of those tracked users who installed the update, around 80% of them stopped all background tracking by apps. Ad tracking company Teemo suggests the opt-in rates to share data with apps when not in use are often below 50%, whereas three years ago, the same rates were close to 100%. The higher rates were due to it being a time when users were largely unaware there were options to disable tracking in the first place.