It would appear that Apple CEO Tim Cook is nearly alone among the Silicon Valley giants in wanting to respect personal data. He has even referred to the aggressive ad business as a “data industrial complex” where our own information “is being weaponized against us with military efficiency.” In line with this, Apple recently decided to make access to the iPhone’s Identifier for Advertisers (IDFA) “opt-in” for every single application.
Companies should focus on crafting experiences that collect zero-party data in a meaningful, delightful way. After all, a 2019 Blis study (via PR Newswire) suggests users are becoming increasingly aware of the value of their personal data.
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