While Apple also brought a number of countermeasure with iOS 14.4 update to prevent attacks such as the introduction of a new, sandboxed 'BlastDoor' feature which is responsible for almost all the parsing of untrusted data in iMessage. BlastDoor forms the core of new security protections coming to the iPhone, with all inbound messages in a secure, sandboxed environment, preventing any maliciously crafted message from interacting with the operating system to access users data.
Besides these security enhancements, Apple’s new anti-tracking features has been seen as a big hit in the ad revenue generated by internet marketers and to companies that rely on cross-device user tracking and the resulting ad revenue to continue their offering of free services.
How the Anti-tracking Feature in iOS 14.4 update works?
The new Anti-tracking Feature in iOS 14 will inform iPhone users when an app is tracking their activities, with each app having to explicitly request from the user if it can track their activities before the use of the app.
And iPhone users will see a pop-up notification asking for tracking permissions when they open the app, as the app will also elaborate on what they use the data for so that the user will be well-informed before granting the permission. The app tracking transparency in iOS 14.4 means that every app will require that they ask for your permission first.
Apple aims to give users the freedom to choose whether they want any app to track their activities with the introduction of App tracking transparency.
Why the Future looks bleak for Targeted Advertising?
Even Google, whose revenue depends solely on the ad business, is obviously looking to bring anti-tracking feature to Android, albeit with less policing than Apple's iOS update.
And recently, the company announced a highly monumental change to its Chrome browser, which over the course of next two years, will phase out support for third-party cookies. The hint on the crumbling of cookie has definitely raised a lot of arguments among advertisers and publishers, as it will impact heavily on online marketing.
If third-party cookies are wiped out in Chrome, in that programmatic system, it means online advertisers will be unable to personalize or serve targeted ads for almost half of these audience, as statistics points to about two billion installation and one billion people using the browser each month.