Digital advertising is likely to be affected by iPhone software proposed to be released with a privacy feature in April 2021. Social media company Facebook will be most affected.

The feature will require apps to get explicit permission from users before tracking them. There would be pop-up windows that would ask the users whether they wish to be tracked. When people start declining tracking, digital advertising companies are likely to get less data. Apple is giving right to the consumer to choose whether they can be tracked.

The data collected by tracking is customised for their business interest by the digital companies. If they are deprived of this information, advertisers would be less willing to spend money with them.