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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.
Apple s New Privacy Framework Pressures the Digital Ad Market ecommercetimes.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from ecommercetimes.com Daily Mail and Mail on Sunday newspapers.