What changes now for marketers?

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However, the idea of ​​being able to deactivate data tracking in the settings is not new. Older iOS versions and Android devices already have the various settings options in most cases to control the flow of data. However, since these options are rarely very extensive, this function has so far had little negative impact on advertising companies. However, the fact that Apple users will have to actively give their permission for data tracking in the future and will be able to see which and how much data is collected and passed on will continue to encourage consumers to use data sparingly.

It is not yet known whether a similar update will be released for Android users in the future, which includes tracking opt-ins.

It is also claimed that the return to more data panama whatsapp data protection and privacy is a win-win situation . If users understand the value of services and content, they may also be willing to support their monetization. In addition, consumers would also agree to their data being used in a data protection-compliant manner if they are provided with suitable and high-quality content in return. Some users may prefer this tactic to a paid model. It remains to be seen whether this assumption will prove true.


Marketers must therefore act, but can rely on active support from the Facebook advertising network. In response to Apple's iOS update, Facebook has developed a new system called Aggregated Event Measurement . Thanks to this system, data can now be collected to a very limited extent even if you opt out. As soon as iOS 14.5 and thus ATT are launched, a lot will change for advertisers who use Facebook. Of course, other platforms are also affected, including TikTok and Snapchat. But Facebook marketing in particular will represent the most significant change for many marketers. We would like to present some of the most important changes below.



First of all, the duration of reporting on user actions will change as a result of the switch to iOS 14.5 . While it was previously possible to track behavior for 28 days post-click, there is now only a maximum of 7 days that can be used for reporting and retargeting.