So I was 17. In the name of privacy in certain iOS 17 applications, such as messenger and mail, they're going to block click IDs. Now that caused much consternation at the beginning when it was like, Ooh, is that going to be UTMs? Is that going to be just click IDs, which IDs not. And it's been a rapidly evolving and changing as the different betas and alphas came out as it stands today on September 26th, 2023. Google and Facebook's click IDs are getting stripped from URL parameters. If you're on an iOS 17 device using certain Apple widgets or apps, if you will. Additionally, there's a setting about enhanced privacy, which is relatively not buried, but you do have to look. Which you can turn on for all your browsing on your phone. Now, by default, it's private browsing only. So we don't know how many people are going to uptake it. But what that means is if you were browsing around on Safari, it would also click ID. Now, why this matters. Click IDs are used heavily by Google and Facebook. Now, of course, they're brilliant engineers, and they're going to do all sorts of other things to figure out what's going on without these. We've worked with both of those engineering teams before Click IDs came, since they came, and we'll work with them after. And there's all sorts of ways to do your best to mitigate it. But at a nutshell, Facebook and Google have one less very precise parameter that helps them identify people. We'll now be missing from iOS 17 traffic. Some portion of the high level what's going to happen. if you're looking at your SMS tracking and your email tracking and you go into your, HubSpot, does anyone use a Weber? one shopping cart was my favorite All of a sudden we will lose total visibility. For all iOS devices provided people opt out of this, talk to me about like that. If people opt in or opt out, cause obviously the ATT prompt way back for the iOS 14 was a decision, which 90 some odd percent of people actually opted out 96%. Yeah, was a shocking point of view. Okay. So this one is your auto opted out. By default for messenger and mail, the two apps on your phone, which means if you were showed a Gmail ad, for example, there'd be no click ID. So the click ID is this GCLID equals and this big gobbledy goop, which translates into knowing a couple things. For us, it helped. We could look up what ad group and ad targeted you. And then what the criteria was. So it could be Gmail lookalike of my email list. And then it's a target, all Gmail addresses with this, your algorithms and Google think you'll like this list of people. And so that click ID made it very easy to do that. We take the click ID, we go say, Hey, why did you show this ad? And it would tell us, it wouldn't tell us who it would just tell us what now Google though, also would know who. And so now they're not going to have that visibility through the way this is currently going to work. And then additionally, if you're on safari, you can go in and say, Hey, strip the click IDs from safari as well. Now, I don't know why you'd want to do that because target advertising, if you don't respond, you don't get ads from people. And if you do respond, you get more similar. So it's in your benefit frankly for Google to know. So you're not getting annoyed by the ads that you see because you'll only see things that in theory you may give a crap about. That's an interesting point, which I think people lose in this whole thing. Cause they're saying, Oh, it's helping my privacy. It's actually helping get you or assisting in you being more annoyed with online advertising, which is going to be something that us marketers are going to continue to do no matter what. And our ads are just going to become less relevant and more annoying to you. That is the thing that's lost in all this is like online advertising isn't going away anytime soon. It's just that more relevant advertising is becoming less and less applicable in today's ad platforms because of what Apple. Is doing, and I think that's a huge differentiator. obviously marketers listen to this show, business owners, directors of marketing, people that are obviously using online and digital advertising in order to further their businesses digital marketing just in general. So we, as a group are maybe skewed to this whole thing, it's not about your privacy. It's about now you're just going to be showing a bunch of ads that are going to get shown anyway and are less relevant for you. It'd be like TV. When you sit through the ads in the old days, you can't skip an ad. So you just tune out. That's what's going to happen.