WWDC 2025: what's new in privacy?

What happened in privacy at WWDC 2025? Lots ... and in this episode we chat about:

- Safari’s advanced fingerprinting protections and expanded link tracking prevention

- Apple’s on-device AI and privacy-preserving features

- The updated Ad Attribution Kit (AAK), Apple’s next-gen framework for mobile attribution

There are now stronger default browser protections, stricter URL tracking changes, advanced on-device AI that keeps data private, and major updates to ad attribution, including overlapping re-engagement windows, configurable attribution windows, cool down periods, country codes in postbacks, plus easier testing for developers.

00:00 – Introduction & what’s new at WWDC 2025

00:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview

00:49 – Safari: Advanced fingerprinting protections

01:10 – Blocking fingerprinting APIs and suspicious scripts

01:57 – Expanded link tracking protection (UTMs, click IDs, etc.)

02:18 – Impact on marketers and web-to-app flows

03:07 – Apple’s on-device AI and privacy-preserving features

03:32 – Live translation, call assist, and visual intelligence

03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution

04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing

04:41 – Overlapping re-engagement windows explained

05:04 – Configurable attribution windows (per network, interaction, global)

06:07 – Attribution cool down periods for installs and re-engagement

08:08 – Country codes in postbacks for better geo-targeting

08:58 – Easier AAK testing for developers

09:41 – Industry adoption challenges for AAK and SKAN

10:34 – Google, Meta, TikTok, Snap: current attribution solutions

11:48 – Final thoughts & call for feedback

#wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing