Ever since Apple CEO Tim Cook officially announced the new privacy features included with the iOS 14 update in December of 2020, the marketing world has been plotting our adjustments and strategies for operating under these new guidelines. We had time to prepare, and we did. But now iOS 14 is active, so we get to observe real-life examples of how familiar brands are evolving under the iOS 14 update marketing impact.
Just a quick refresher on iOS 14 developments: Apple announced a new privacy initiative last year that gives users the option to opt-out of IDFAs. IDFAs (Identifiers For Advertisers) are third-party trackers that report data about user activity back to the advertisers. The operative effect of this change is a much smaller population of iOS users who will be susceptible to targeted ads.