Frederik Boysen just shared an awesome post about the iOS 17.4 update that is significant for marketers due to the potential impact on tracking and measurement.
While Consent Mode v2 has been a focus, Apple’s stringent privacy restrictions, like short cookie lifetimes and private browsing, have posed challenges.
However, the EU’s Digital Markets Act now allows third-party services on Apple devices, enabling alternative payment providers, app stores, and default browsers like Chrome and Edge.
This change could extend cookie lifetimes(if users download Chrome), benefiting Consent Mode v2 by improving measurement for consenting and non-consenting users.
For more information about this changes check his post:https://lnkd.in/eX5vtSjn
