Anticipation has been high over the new Apple iPhone 5 and iOS 6, the updated version of their mobile operating system, set to be released in September. The iOS 6 update offers many new features and advertisers are excited by the potential boon to their Apple marketing campaigns. One new feature that’s getting particular attention from marketers is the ability for users to block ad tracking in the new iOS 6. The option to “Limit Ad Tracking” is located in the “About” section of the phone menu and by default is turned off. When turned on the feature will prevent advertisers from gathering personal information to target ads.

Instead Apple is forcing advertisers to use an “Advertising Identifier” a non-personal,non-permanent device identifier which will limit marketers to information gathered from ad responses, device type and applications used. Apple says that all marketers will be required to use the identifiers eventually but states that there will be a transition period and that targeted advertising will continue for a time. The new feature is a response to user concerns over the collection and misuse of personal information.

It remains to be seen how this will affect affiliates but it is expected that a lot of iPhone users will take advantage of this new feature.

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