Yodel Mobile Content Executive, Jay Bugeja showcases privacy changes and app updates in the industry being rolled our next year.

Privacy and security have been notable talking points for apps in 2023. Currently, about 42% of apps collect more data than they need to, and as a result, Apple and Google are pushing privacy policy changes with more stringent rules around data collection. 2024 marks a pivotal moment as tech giants and consumers demand greater transparency and control over the use of personal data. This shift profoundly impacts how apps are marketed, challenging traditional approaches, and necessitating the need to re-evaluate strategies to align with emerging privacy standards.

Earlier this year, Apple unveiled iOS 17, and Google released Android 14. These new updates brought privacy changes that are cracking down on how app marketers track and measure their campaigns. In 2024, these changes will slowly be rolled out, so getting ahead on your privacy compliance will be essential. Now is the time to plan your app’s data collection strategy, and here’s what you need to know about the current and future changes. 

Apple Unveils Link Tracking Protection 

Apple’s new iOS 17 update didn’t just bring a fancy new look and features for your Apple device. It also brought a few changes to heighten its user’s privacy and security. One of these policies is the crack-down on UTM tracking links, which are an essential tool for marketers. 

The release of Link Tracking Protection will strip some tracking parameters from URLs clicked via Private Browser Mode on sources such as Safari or Apple’s native Mail & Messenger apps. At first glance, this may not appear to be a significantly disruptive alteration for app owners, particularly considering that the volume of traffic monitored through these channels might be limited. Nevertheless, it could represent the initial phase of a more extensive privacy transformation in user tracking instigated by Apple, and we do not doubt that further sources will be impacted.

Currently, only a few tracking parameters are being affected, such as the Google and Facebook Click Identifiers, which could be used to support attribution of the buyer journey. We expect that going into 2024, this list will grow, so make sure to be aware of changes that have been announced.

Apple’s New Fingerprinting Requirements

Fingerprinting is a technique used for ad-related tracking. It involves creating a unique identifier for a device based on its software and hardware characteristics, which can then be used to track users across different websites and applications, circumventing explicit tracking consent from the user.

For iOS, apps that require APIs for the functionality of their product will need to declare the intent behind using them. They will need to declare this to the app’s privacy manifest. If you want to know what you need to declare and how, go to our blog here to learn more. 

These APIs include:

• Active keyword
• Disk space
• File timestamp
• System boot time
• User defaults

Android’s Privacy Sandbox

Android is trying to phase out third-party cookies entirely with its Android Privacy Sandbox. The Privacy Sandbox aims to develop new technologies that improve user privacy and enable effective, personalised advertising experiences for mobile apps. In Android Privacy Sandbox, the SDK Runtime creates a separate environment for third-party SDKs, preventing them from accessing information like battery level, time zone, and language, which could’ve been used for fingerprinting.

To help app marketers, Android is proposing a set of APIs that will enable the personalisation of ads and measure them privately. The Sandbox will still allow marketers to retarget, which is important to remember as user acquisition becomes more complex through the new restrictions. You can learn more about these APIs here on Android Introduction to the Privacy Sandbox.

What can you do?

Achieving a balance between personalised data services and privacy is essential for the prosperity of any business, with transparency sitting at its the heart. Some effective methods for achieving this balance include:

1. Strictly study and follow Apple & Google’s privacy policy requirements
2. Collect only essential data 
3. Clearly communicate to your customers the intended use of the information you gather

Focusing on gathering only essential information for your business objectives is crucial. Transparency becomes a guiding principle when dealing with customer data—keeping them informed about how their information will be utilised fosters trust and reinforces ethical practices. The significance of data analysis cannot be overstated; it is essential for informed decision-making. By adhering to these principles, businesses ensure data integrity and customer trust to pave the way for sustainable and mutually beneficial relationships.

Conclusion

The iOS 17 and Android 14 changes are forcing out old measuring strategies like fingerprinting in favour of their SKAN and Privacy Sandbox tools, respectively. This, in turn, challenges marketers to learn and innovate ways to deliver personalised and engaging content while respecting user privacy boundaries. Apple’s privacy manifest will be enforced in Q2 of 2024, so make sure your app is ready for the changes now.

Choosing the right app marketing agency partner and MMP is going to be crucial going into 2024 to make sure your app is compliant with these new changes. Luckily, most of these, including here at Yodel Mobile, have already made moves towards tracking and data transparency strategy and solutions.