DMA mandates new browser choice in iOS 17.4 for EU users

DMA mandates new browser choice in iOS 17.4 for EU users
Photo by blocks / Unsplash

Apple's iOS 17.4 update introduces a significant change for EU users. It allows them to select their preferred default web browser, challenging the default settings previously dictated by big tech firms. This move, driven by the EU's Digital Markets Act, aims to foster a fairer digital market and could significantly impact the search landscape and the visibility of smaller browsers. [The Verge / Apple]

iOS 17.4 brings a significant shift for marketers, aligning with the EU's Digital Markets Act to break Apple's restrictive control. This update enables third-party payment services through NFC, such as downloading apps from external stores and choosing a default browser other than Safari. For PPC marketers, this could ease the challenges posed by privacy restrictions, potentially improving tracking capabilities and the effectiveness of Consent Mode v2 by leveraging browsers with longer cookie lifetimes. This change is poised to impact how marketers navigate privacy and tracking, offering new avenues for measurement.

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Expert: Frederik Boysen

iOS 17.4 brings a significant shift for marketers, aligning with the EU's Digital Markets Act to break Apple's restrictive control. This update enables the use of third-party payment services through NFC, downloading apps from external stores, and choosing a default browser other than Safari. For PPC marketers, this could ease the challenges posed by privacy restrictions, potentially improving tracking capabilities and the effectiveness of Consent Mode v2 by leveraging browsers with longer cookie lifetimes. This change is poised to impact how marketers navigate privacy and tracking, offering new avenues for measurement.

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Expert: Thomas Eccel

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