Apple announced a set of new privacy features for the upcoming iOS 15. Perhaps the most controversial (at least according to Marketing Twitter) is called Mail Privacy Protection. Apple asserts that MPP is designed to prevent “third parties” from accessing tracking data in email, primarily through tracking pixels placed in the message code. Apple says the new feature will “prevent senders from knowing when [users] open an email, and masks their IP address so it can’t be linked to other online activity or used to determine their location.”
We grabbed MessageGears’ Director of Deliverability Brad Gurley to break down what exactly this means for marketers and for deliverability monitoring in the future. We also welcome new co-host Luke Ambrosetti, making his IN GEAR debut!