Decision Tool

A Marketer’s Guide To Apple’s Consumer Privacy Features

The Forrester Apple Privacy Features Tool For iOS 15 And Earlier

September 29th, 2022
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Emily Collins , Andrew Pelletier , Shynise McElveen , Xiomara Nunez

Summary

Over the past few years, Apple has implemented privacy features to protect its users from harmful tracking, such as Intelligent Tracking Prevention (ITP), which blocks third-party cookies. These privacy protections, coupled with Apple’s market share, disrupt marketers’ conventional targeting and measurement tactics. The Forrester Apple Privacy Features Tool for iOS 15 and earlier helps B2C marketers understand the landscape of Apple’s privacy protections and the implications of each feature on marketing.

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