App Tracking Transparency (ATT)

Definition of App Tracking Transparency (ATT)

App Tracking Transparency is a privacy protection feature introduced by Apple in iOS 14.5 and later versions. This feature requires app developers to request explicit permission from users before collecting cross-app and website data for tracking or advertising purposes. In short, it gives users the power to decide whether to allow apps to track their behavioral data, ensuring that users have greater transparency and control over data usage.

✨ Learn more about how to request tracking permission in the Apple App Store

The Impact on the Mobile Internet Advertising Industry

The difficulty of precise marketing has increased

Advertisers have difficulty obtaining cross-application data from users, resulting in a decrease in the accuracy of advertising. They need to rely more on first-party data and contextual advertising to improve advertising effectiveness.

Data security and compliance requirements are increasing

Developers and advertisers need to pay more attention to data security and compliance, ensuring that they comply with relevant laws and regulations when collecting and using user data.

Industry reshaping

Some small advertising companies that rely on user tracking data may face survival challenges, while those that can provide innovative advertising solutions and high-quality user experience are expected to stand out in the market.

Response Strategy

Optimize user experience

Developers should focus on providing high-quality app content and features to improve user satisfaction and loyalty.

Diversified marketing channels

In addition to advertising, developers can also promote their applications through various channels such as social media, content marketing, and offline events.

Strengthen data security management

Establish a sound data security management system to ensure the safety and privacy of user data.

The launch of App Tracking Transparency (ATT) is a significant change in the mobile internet industry, which has had a profound impact on app developers, advertisers and users. In the new environment, all parties need to actively adapt to changes, adopt effective strategies to deal with challenges, and achieve sustainable development.