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); //]]>// >By Richard Adhikari Feb 26, 2021 5:00 AM PT Apple s plan to release its App Tracking Transparency (ATT) privacy enhancement feature in early spring has set the ad industry on its ear and triggered a war with Facebook. ATT requires apps to get a consumer s authorization before tracking them or the devices they are using. Ray Wang, principal analyst and founder at Constellation Research, told the E-Commerce Times that at least 40 percent of consumers will say no. Advertisers will have to be explicit on the value exchange required to receive consent for this data, Wang said. Some may pay for it; some may create an offer around it. But consent must be explicit, it can no longer be implicit or passive.

United statesRay wangRob enderleRichard adhikariLiz millerNews networkPartnership for responsible addressable mediaConstellation researchEnderle groupAmerican association of advertising agencieAudience networkApp tracking transparencyE commerce timesLarge retailers responseResponsible addressable mediaAmerican association