A year after Apple implemented App Tracking Transparency (ATT), questions continue to loom over the impact and whether stricter privacy rules have created positive improvements for user privacy and less positive outcomes elsewhere. A new study by a group of University of Oxford researchers and independent researchers suggests rules to protect consumers and give them more control over their privacy may be leading to less transparency around tracking. The researchers also observe “real-world evidence” of privacy-hostile fingerprinting of users through the use of server-side code to circumvent Apple’s ATT.
The findings suggest some bad actors continue to track users behind the scenes. It’s an outcome that compels brands and businesses to reimagine their approach to data privacy and customer experience. I sat down with McKinsey & Company Associate Partner Adam Broitman to explore this topic area further.
In the latest episode of my podcast, dedicated to engagement and retention marketing, Broitman tells me there is an opportunity for those who can effectively navigate this new normal and craft a roadmap in a cookieless future. While tracking may be more difficult than ever before, it also creates new ways for companies to engage in a more meaningful way with customers, and use it to create competitive advantage.
Read the full article on Forbes.