Mobile marketing to to customers using Apple’s new iOS 6 operating system might be very tough thanks to a new feature that allows users to shut down ad tracking.

So far the new feature is limited iOS 6, but will soon be available to all iPhone users. According to a feature on PerformanceInsider.com, advertisers are of a mixed mind as to how this feature will impact their business.

It’s important to note that the anti-tracking feature doesn’t allow users to shut off all advertising, just targeted ads.

Here’s what Apple officials told CNET about the new features:

If you choose to limit ad tracking, advertising networks using the Advertising Identifier may no longer gather information to serve you targeted ads. In the future all advertising networks will be required to use the Advertising Identifier. However, until advertising networks transition to using the Advertising Identifier you may still receive targeted ads from other networks.

While this feature may sound appealing to end users, how many of them will actually bother to enable the feature is another matter entirely.

So far there’s no word on when this is going to be available across the Apple ecosphere.

Will this feature impact your mobile marketing efforts? Share your thoughts in the comments section below.


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