Let's take a look at Apple's new privacy update
Posted: Sun Dec 15, 2024 7:57 am
Collectively, Apple holds the top 5 individual market shares for mobile devices and personal computers in Europe and North America. So when they make changes to the rules of engagement for third parties that interact with users, it is clear that it will have a ripple effect on digital marketing globally.
By conservative estimates , Apple’s new Privacy Policy has cost its Silicon Valley peers over $10 billion in revenue. The actual cost is very likely to be much higher. However, much of the fuss around the issue is due to the effects of the new policy regime on email marketing as we know it.
Meta and Google may be more than capable of withstanding a mere $10 billion cut, but what will happen to smaller B2B companies that really rely heavily on email marketing? In this post, we will clarify this and many bulk sms argentina other topics of debate.
What exactly is Apple's new Privacy Policy?
Apple Mail Privacy Protection, as the new policy is officially known, was introduced in June 2021 and later rolled out as a feature of iOS 15, iPadOS 15, and macOS in September of the same year.
Advertisers rely heavily on user data, such as open and click rates, when iterating on strategies for their email marketing. When subscribers open emails and load the images contained within them, so-called “invisible pixels” in those images collect and transmit to the email sender informational data about when the email was opened, the user’s location, and the device used.
What the new Mail Privacy Protection feature does is give users the option to choose whether or not to share this data. When a user turns it on, it takes the email content on several trips through proxy servers all over the place, eventually replacing their exact IP address with a randomly generated one. In this way, the data collected by the email sender is neither specific nor useful.
By conservative estimates , Apple’s new Privacy Policy has cost its Silicon Valley peers over $10 billion in revenue. The actual cost is very likely to be much higher. However, much of the fuss around the issue is due to the effects of the new policy regime on email marketing as we know it.
Meta and Google may be more than capable of withstanding a mere $10 billion cut, but what will happen to smaller B2B companies that really rely heavily on email marketing? In this post, we will clarify this and many bulk sms argentina other topics of debate.
What exactly is Apple's new Privacy Policy?
Apple Mail Privacy Protection, as the new policy is officially known, was introduced in June 2021 and later rolled out as a feature of iOS 15, iPadOS 15, and macOS in September of the same year.
Advertisers rely heavily on user data, such as open and click rates, when iterating on strategies for their email marketing. When subscribers open emails and load the images contained within them, so-called “invisible pixels” in those images collect and transmit to the email sender informational data about when the email was opened, the user’s location, and the device used.
What the new Mail Privacy Protection feature does is give users the option to choose whether or not to share this data. When a user turns it on, it takes the email content on several trips through proxy servers all over the place, eventually replacing their exact IP address with a randomly generated one. In this way, the data collected by the email sender is neither specific nor useful.