(Reuters) – Six mobile advertising companies said on Wednesday they formed a partnership to help marketers and app developers adapt to Apple Inc.’s upcoming changes that will affect the way advertising works on iPhones.
Apple will soon begin asking iPhone users to allow apps to use their data for personalized advertising, an action that has sparked a backlash from technology rival Facebook Inc., which argues the changes will hurt the company’s advertising business. of social networks.
Mark Ellis, chief executive of mobile marketing company Liftoff, which is part of the alliance.
This will include videos, webinars and other materials on topics such as understanding what data can be used in an “Apple-compatible” way, Ellis said.
The new partnership also includes Fyber, Chartboost, Singular, InMobi and Vungle, which are companies specializing in mobile advertising.
Sheila Dang Reports; Edited by Steve Orlofsky