Data tracking despite new iOS updates

Personalized advertising through data tracking is one of the best-known marketing strategies in online marketing. Advertising tracking provides information about search queries, user and purchasing behavior on the Internet.

Data protection with Apple's new iOS update - does it deliver what it promises?

Apple constantly advertises that data protection and customer privacy are a high priority. This also applies to the company's own advertising project, which collects user data. This is why tracking cannot be completely prevented. If the user refuses tracking in principle, it is closed forever in the app used. However, this does not mean that advertising is completely excluded. Advertising will still be present, but it will no longer be personalized.

However, new techniques repeatedly succeed in collecting and subsequently selling data, making it impossible to completely stop tracking. For some time now, a new iOS update has been available that allows tracking to be stopped or controlled. This was extensively discussed in the Tagesschau. The user has the option, via a pop-up window, to allow or block data access for an app. Personalized advertising, however, is very suitable for many users. The advantage of personalized advertising is that the customer becomes aware of it without feeling harassed. Media Beats, as your professional online marketing agency Munich, reveals what to watch out for.

Apple has given the go-ahead with iOS14 - against tracking

Tracking by third-party providers has already been restricted. With iOS 14, access to data is only possible if the user allows it. In the meantime, however, further tracking methods have been developed to access user data. Although no unique addresses are verified, the behavior of users on the Internet is analyzed. This makes it possible to forward personalized advertising. Many apps in the store are already using these new methods and Apple has tolerated this up to now. After all, this does not only have disadvantages.

Apple's offensive for data protection

Part of the initiative is to block advertising tracking because data protection is important to many people. Apple aims to ensure data protection and comply with the General Data Protection Regulation (GDPR). One example is that app providers must now offer a privacy label to be accepted by Apple. This can be compared to a list of ingredients on a menu. It discloses upfront which data the app is interested in so that the user can respond accordingly. The ability to disable tracking was enabled for users with iOS 14.5.

iOS 15 now gives users many options to prevent tracking. After a long period of pressure on Apple to stop tracking, the company has responded. With iOS 15 and the App Tracking Transparency (ATT) program. Within a very short time, however, users realized that the data no longer goes to third parties, but is used by Apple itself. Apple's own apps continue to collect information from users unhindered. Data protection and privacy therefore often fall by the wayside. There is also the question of who is allowed to access this data from Apple. Apple tolerates the evaluation of user-based, personal data. Language, location and IP addresses are evaluated, and personalized advertising is ultimately displayed without IP addresses being forwarded. There are calls from many quarters that this represents unfair competition.

How secure is user data at Apple?

Apple offers users more protection than other companies, but the user must take the step towards data protection themselves. With the introduction of the new operating systems iOS 14 and 15, action is being taken against tracking, but according to reports, it is unfortunately not fully GDPR-compliant. This is because many apps store encrypted data, including the corresponding encryption, in their backups when entering the Apple ID and email address. In theory, this data could be accessed.

Advertising tracking and what it means for the user

In general, advertising tracking means that every user leaves traces as soon as they are online. Through cookies, search engines, or social media. These traces are evaluated and then specifically used for online marketing. Through this advertising tracking, hundreds of pieces of information are stored, analyzed, and advertising can be precisely tailored to each individual user. Some even like to see advertising relevant to themselves. Others are annoyed or even feel harassed by it. Here, the user must decide for themselves, because even without tracking, there is no less advertising. Our online marketing agency based in Munich helps you find the right strategy for your marketing measures. This creates a long-term win-win situation for users and retailers.

What advertising tracking means for online marketing

Advertising is essential for any company to successfully market its products.

Online marketing is becoming increasingly important in today's world, and the pandemic has highlighted this once again and, of course, intensified it. If online marketing is implemented correctly, it can generate billions in sales.

User behavior is analyzed and the interests and preferences of users are used for targeted advertising. This user-specific data makes it very easy for advertising agencies to identify a target group and send them targeted advertising.

It doesn't matter whether your company is based in Germany or in another part of the world, the Media Beats team will be happy to assist you as a full-service agency. We make sure that we create advertising that fits you, your target group and your project perfectly.