Six mobile ad companies to work together for Apple privacy changes

Muhammad UsmanMultimedia Journalist

18th Feb, 2021. 12:34 am

On Wednesday, six smartphone advertisement firms said they have developed an alliance to help advertisers and software developers respond to imminent reforms from Apple that will impact how advertising works on iPhones.

Apple will soon start prompting iPhone users to allow developers to use their data for personalized advertising, a move that has drawn backlash from tech rival Facebook, alleging that the reforms will harm the advertising sector of the social media company.

The Post-IDFA Partnership will offer advice and best practices to help marketers and developers ensure that advertisements are positioned in front of specific audiences and that once the Apple updates are carried out, the efficacy of such advertisements will still be measured, said Mark Ellis, chief executive of the alliance’s mobile marketing company Liftoff.

This will include videos, webinars, and other content on subjects such as learning what knowledge should be used in an “Apple-friendly manner,” said Ellis.

Fyber, Chartboost, Singular, InMobi, and Vungle, which are firms that specialize in smartphone ads, are all part of the latest alliance.

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