The mobile marketing landscape is set to undergo a significant change, with Apple rolling out new privacy features that will restrict how mobile apps gather data about users. As part of the changes, users will be required to proactively opt-in to sharing device identifiers such as Apple’s Identifier for Advertisers (IDFA) and it’s expected that the vast majority of users will not opt-in, rendering IDFA obsolete. Indeed, recent research, conducted by AppsFlyer and the Mobile Marketing Association (MMA) found that marketers expected to lose identifying information on 50 per cent of consumers under the new opt-in rules.
While this is a move in the right direction for consumer privacy, there’s
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