Mobile ad companies are forming an alliance to prepare for Apple’s privacy changes

REUTERS: Six mobile advertising companies announced Wednesday that they have formed a partnership to help marketers and app developers adapt to the upcoming changes in Apple Inc. that will affect how advertising works on iPhones.

Apple will soon start encouraging iPhone users to allow apps to use their data for personalized advertising, a move that has drawn back the reaction of technology rival Facebook Inc., which claims the changes will hurt the social media company’s advertising business.

The Post-IDFA Alliance will provide advice and best practices to help advertisers and developers ensure that ads are placed before relevant consumers and that the effectiveness of those ads can still be measured after Apple’s changes, said Mark Ellis, CEO of Mobile marketing Liftoff, which is part of the alliance.

This will include videos, webinars and other materials on topics such as understanding data that can be used in an “Apple-friendly way,” Ellis said.

The new partnership also includes Fyber, Chartboost, Singular, InMobi and Vungle, companies that specialize in mobile advertising.

(Report by Sheila Dang; Editing by Steve Orlofsky)