When you open an email newsletter, some images are not included in the message but are stored on a separate server. When you open an email, this server receives an image opening message and information such as your approximate location, the device you are using, and the time you opened the email. Bloomberg says publishers and brands use the data to determine how well their marketing strategy is performing.

But in its new role as an online privacy police officer, Apple has a feature called Email Privacy Shield that automatically downloads data stored on a separate server, whether you open the email or not. But Apple does not disclose your personal information, such as the location and name of the device you own. Given that roughly 50% of all email opens in an Apple app (according to analyst firm Litmus Software), Apple is once again using its power to keep user data out of the hands of advertisers.

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According to marketing company Warc, ad spends on iOS has grown by 10% since March 22nd. Over the same period, Android ad spend grew 21%. But how much will Apple suffer?

Andy Yen, CEO of email encryption company Proton Technologies, says of Apple that “they put a lot of emphasis on privacy, but Apple is interested in the advertising market and is already making a lot of money from it.”

It should be remembered that Apple can afford to receive fewer ads than Google and Facebook because of how each of the tech companies makes most of their profits. Apple sells devices, and companies like Google and Facebook sell ads. Selling ads not only gives these companies big profits to appease shareholders, but they also help subsidize the prices of the Google and Facebook devices you buy, making them more affordable.

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