A group representing digital media and advertising industry groups wrote an open letter to Apple urging the tech giant to “talk” before implementing potentially restrictive IOS 14 privacy changes. The letter, signed by the responsible addressable media partnership, is a response to Apple’s new policy in IOS 14 that allows certain users to track tags on each app. The policy has sparked a backlash from marketers and advertisers, who claim it will have a negative impact on advertising revenue for IOS devices. < / P > < p > specifically, the changes in IOS 14 apply to the advertiser identification number (IDFA) tag, which allows advertisers to collect users’ aggregate data rather than their personal identity information. In IOS 14, apple asked apps and advertisers to get permission from users through a prominent pop-up box to track them on apps and websites owned by other companies;. < / P > < p > while the letter praised Apple’s decision to postpone the implementation of the new privacy features, the organization requested “an emergency meeting to ensure that we use this additional time to initiate a collaborative process to address the broad range of issues and concerns surrounding these upcoming changes.”. While the group said it shared Apple’s support for consumer privacy, it claimed – without dialogue – that the proposed changes could “have a negative impact on consumers and businesses.”. < / P > < p > “in particular, we want to have a better understanding of the specific reasons for these changes, how they are implemented, and what might be done by marketers, publishers, app developers and others to ensure that key features are retained.” The letter said. According to the letter, Apple’s privacy features may have a negative impact on advertising funded applications, news organizations and “advertising supported innovation and competition.”. SpaceX beat blue origin and Northrop Grumman to win a $316 million air force contract