Programmatic

RIP Open Rates: Study Finds Apple's iOS 15 Update Shatters a Key Metric

Opens are no longer a reliable metric for Apple Mail users

RIP Open Rates: Study Finds Apple's iOS 15 Update Shatters Open Rates
Marketers need to evolve their scorecards to shift to more substantive downstream funnel metrics such as clicks, conversion events, revenue and opt-outs.Getty Images
Headshot of Trishla Ostwal
By Trishla Ostwal

 

In June 2021, Apple announced its Mail Privacy Protection (MPP) for the Apple Mail app at the Worldwide Developers Conference (WWDC) as a part of its iOS 15 software update, a broader update that triggered nervous hand-wringing from marketers over-reliant on audience tracking.

To bolster Apple’s privacy measures, MPP aimed to restrict email senders from knowing whether a user has opened an email. Further, it blocks the IP addresses so that senders can’t determine the user’s location or link that action to their online activities.

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Headshot of Trishla Ostwal

Trishla Ostwal

Trishla is an Adweek staff reporter covering tech policy.

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