Goodway Group POV
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What’s Happening? Apple released its newest version of iOS on September 18, 2023. iOS 17 comes with new privacy and measurement updates across the digital ecosystem, which means more pivoting is needed by advertisers. To remain competitive in the market to Apple device users, advertisers who deliver on Apple-owned apps — including Safari and iMessage, as well as any app within the App Store — will need to work within these new regulations.
Background The release of iOS 17 will be a continued iteration of Apple’s focus on privacy enforcement for users and tracking limitations for advertisers and app owners. One of the updates, Link Tracking Protection, provides fingerprint protection by removing any identifiable information from URLs accessed within Safari private browsing or shared between messages and Apple mail. The valuable parameters to be removed from these URLs include the Facebook fbclid and the Google gclid.
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