Upcoming privacy changes and the impact on d2c brands

Abstract

While it is important to protect users' privacy, it is also necessary to ensure that it does not come at the cost of access to information for all of us on the internet. Various Tech Giants have had starkly opposing views on this. Apple is an ardent supporter of its users' privacy. It has refused to provide access to firms to third-party cookies on its browser Safari. Now, it has also turned off personalised advertising on all its devices by default. Apps will have to seek permission from users in order to track and target them for advertising calling this move the App Tracking Transparency or ATT. As noble as Apple sounds in their endeavours to protect its users, this move has also tremendously benefitted their personal ad revenues!