Private Relay is Apple’s new tech for essentially VPN’ing some of the traffic to and from iPhones for additional privacy. You get it as part of iCloud+, a paid service, it’s still in beta, and it’s not on by default: you have to go into your settings to activate it.
All of which means its initial penetration will be low.
But … I think most iPhone owners will be using it within a year or so. I wrote about why — and what the implications of that are — for my client Singular.
From the Singular blog …
iOS 15 is here, and so is Private Relay, Apple’s new privacy-centric technology for the web. How is it going to affect marketing measurement and advertising?
It’s going to hit like a bomb. A soft bomb.
Let me explain …