Understanding why the iOS14.5 is creating a Tech slugfest

The recent iOS 14.5 released in April 2021 came with a new privacy-enhancing feature where any App that wishes to track your activity on your devise will have to explicitly need to take your permission. Some of us will already being getting notifications as us to give consent to enable tracking for a particular app.

This feature has far ranging implication on the advertising industry where behavioural targeting based on your activity on your phones is become a norm. Facebook's VP of Product Marketing in a recent blog mentions that advertisers are seeing a 15% drop in their advertising efficacy on the iOS devices.

This slugfest and how the implications of the privacy feature is very well explained by WSJ’s Joanna Stern in this video, take a look.