Essentially, changes will be made to increase user privacy by requiring an opt-in, as well as limiting/delaying reporting and tracking.
The iOS update will ask users to allow for apps to track them across websites. Apple’s PCM (Private Click Measurement, a new protocol created for web attribution) will restrict the amount of data that can be shared across businesses and platforms.
In response to PCM, Facebook has created AEM (Aggregated Event Measurement) that limits the transmission of user data while still supporting critical advertiser use-cases. It will not solve for all of the impacts of Apple’s protocol and advertisers will lose functionality. It will, however:
- Support App-Web attribution.
- Enable flexibility for other platform privacy propositions.