“I swear my phone is listening to me!”
Whom amongst us hasn’t had that conversation with friends? “I just had a conversation with Homer about holidaying in the Maldives and up pops adverts for holidays in the Maldives on my Facebook”. Or “I was talking to Marge about trellis for my garden and the next thing I know Facebook is advertising trellises”.
Well, Apple are about to change all that. At their WWDC 2021 conference yesterday (Worldwide Developers Conference), they announced changes to privacy. Which they hope will prevent such tracking and unsolicited targeted ads.
How will this impact email?
Currently we don’t have the details as to how they’re going to do this. Whether it will be images off by default or whether they’ll have a huge list of ESP tracking domains as a look up and search for key indicators such as 1x1pixel gifs. When we have more details, we’ll let you all know.
For right now, expect email to change and for Open Mail tracking, already a soft metric to become even softer.