Apple’s iOS 14 Privacy Update Changes The Complexion Of User Data Collection

 

Apple’s iOS 14, which was released last week, offers new privacy controls that limit how different parts of your phone are used to track you. The most impactful feature, the ability to limit how much of your personal data is shared with companies was shelved until early next year after complaints from Facebook — which is saying something and I’ll dive into that a little more in a bit. In a digital marketplace where data is money, this small changes are good for users and potentially bad for advertisers.

Quick Overview of New Features

iOS 14 added several new privacy features that give more information about how apps are using features on the phone and give the user more control. Each of these slight changes can have an impact on advertisers. The other privacy features on the table in iOS 14 include:

●     In-depth report on Safari that shows exactly which apps and websites are tracking you, which information they’re tracking, and how many have been blocked through iOS 14

●     A type of security “nutrition label” on every app available in the App Store, defining which information the app will collect, be it financial, contact information, browsing history, or online purchases (before the app is even downloaded)

●     Password monitoring that alerts users if their password has been involved in a data breach

●     Ability to set an “approximate location,” versus a specific location when using apps

●     Alert when any app access user’s camera or microphone

●     Masking a user’s Wifi address

●     Notification when an app is monitoring your clipboard

All of these features eliminate ways that advertisers have been able to target users in the past. They also give users peace of mind about using their phones and if you’ve watched The