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With the release of iOS 14 just around the corner, advertising giants are quaking in their boots, concerned that the Cupertino company’s upcoming changes will put the breaks on their success. Apple has made it clear: consumers should be in control over their data, and in a few weeks’ time, a real revolution will begin in the world of digital advertising…


Though this year’s iOS update may not feature all of the bells and whistles we’ve come to expect from Apple, many under-the-hood changes will transform the way we use our phones and tablets. Apple has, in recent years, begun flying the flag for privacy, standing tall and proud in a world where Google dominates the smartphone game. Last year, the firm introduced a number of changes to location tracking, Safari privacy, as well as the Sign In With Apple feature, designed to dissuade users from depending on Facebook or Google when logging into a third-party platform.

And although Apple’s already doing

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