The privacy changes as part of Apple iOS 17 and Google’s Chrome could mean a messy month for marketing
By Marty Swant
Summer’s here, but July could bring extra clouds for marketers.
This month, Apple and Google are both expected to introduce new privacy changes when they debut new versions of their platforms. With iOS 17 — which expands to public beta in July before the official launch in September — Apple will start automatically removing link trackers from URLs sent via Message and Mail as well as from links in Safari Private Browsing. Meanwhile, Google is moving forward with its own privacy changes by rolling out new APIs to Chrome and kicking off an 18-month roadmap for Privacy Sandbox.
By having Safari 17 block “known trackers and fingerprinting,” Apple will boost user privacy protections and make it more difficult to identify individual users. However, some marketers say removing URL parameters could make campaign analytics less reliable. Some of the “unintended impact” changes could include URL trackers related to ad measurement, embedded media, social widgets, fraud prevention, bot detection, audience measurement and funding websites that rely on targeted or personalized ads.
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Source:: Digiday
