Apple will soon require iPhone, iPad, and Apple TV app developers to request permission from users to collect their random ad identifier (known as the “Identifier for Advertisers” or “IDFA”), which advertisers use to personalize ads deliver and track how effective their advertising campaigns were. Specifically, users are asked to allow or deny the tracking if necessary when opening apps on iOS 14, iPadOS 14, and tvOS 14, as part of Apple’s App Tracking Transparency (“ATT”) policies.
/article-new/2020/12/nba-app-tracking-transparency-prompt-ios-14-4.jpg?resize=560%2C313&ssl=1){kind=tracking}
In response to this upcoming change, Google announced today that it will stop collecting IDFAs for the ‘handful’ of its iOS apps that it currently uses for advertising purposes, once Apple’s new policy takes effect. As a result, Google has said it will not need to show Apple’s tracking permission in its iOS applications.
In a blog post, Google said that app developers could see a “significant impact” on their Google advertising revenue on iOS after Apple’s new policy takes effect:
Apple’s ATT changes will reduce the visibility of key statistics that show how ads trigger conversions (such as app installs and sales), and will affect how advertisers bid on value and ad impressions. As such, app publishers could see a significant impact on their Google advertising revenue on iOS after Apple’s ATT policies went into effect. We help developers upgrade version 7.64 of the Google Mobile Ad SDK to new features like SKAdNetwork support, to help improve iOS earnings.
Google has a support document with more information on how to prepare developers.
Apple has also required developers to complete a privacy label since December 8 when submitting new apps and app updates to the App Store, adding that Google is “working hard to understand and comply with Apple’s guidelines” for all its apps in the App. Save and ensure that iOS apps are updated with privacy labels information when needed when new features or bug fixes are introduced. Many of Google’s most prominent iOS apps have not yet displayed this privacy information, including the main Google app, YouTube, Gmail, Chrome, and others.
Facebook has criticized Apple’s new policy, claiming it will harm small businesses that benefit from personalized advertising. In response, Apple said users deserve transparency and control. “We believe it’s a simple matter to stand up for our users,” Apple said, adding that “users need to know when their data is being collected and shared across other apps and sites – and they need to have the choice. to allow it or not. ‘