In April 2021, iOS released a major privacy update which gave users tremendously more transparency and control over how brands track them for advertising purposes. Overnight, this massive change forced brands to overhaul their strategy of how they are using outside platforms and how much they can rely on them for accurate information.
The change resulted in brands losing connection with users, as well as the ability to effectively target potential customers when advertising on iOS platforms. All in all, brands were forced to make drastic changes overnight to their online marketing efforts. One of the biggest changes impacted how brands attribute sales to clients and how to accurately anticipate which platforms are effectively bringing in the most users.
