Apple has officially announced that it will delay the implementation of a new privacy priority feature in iOS 14 until early 2021 to give mobile advertisers and mobile app publishers more time to prepare.
Previously, this feature would force developers to require licensed users to collect data and track their activity through mobile apps and websites on iPhone and iPad. The company most concerned about the impact of this feature is Facebook, which said it could reduce ad revenue by 50% through its Audience Network.
Not only Facebook, mobile advertisers as well as app publishers are also concerned about this new feature in iOS 14, arguing that it could rock the 80 billion mobile advertising industry. USD globally.
The new privacy feature in iOS 14 will force developers to ask for user permission before following them.
In its statement, Apple said: “We are committed to ensuring users have a choice whether or not they want the app to track them. In order for developers to have more time to make the necessary changes, apps will be forced to obtain permission to track users starting early next year.. ”
While this feature can be seen as a declaration of war from Apple on the digital advertising and mobile advertising industry, it is one of the most positive changes that the iPhone maker brings. for recent developers.
First revealed in June, the new feature will display a user prompt when an app requests access to a device’s IDFA (iOS advertiser identifier) code. be. Surveys show that the number of users is expected to reject this request so much that the Bloomberg report showed that Facebook decided to quit collecting IDFA codes in the near future.
How SKAdNetwork works, Apple’s method of measuring advertising effectiveness.
While it is no longer able to collect IDFA identifiers, Apple is providing another tool for advertisers to gauge the effectiveness of their campaigns, which is the SKAdNetwork network, however most The market has not had time to apply this method yet.
Unlike IDFA, which can tell advertisers specifically how many apps are installed after each ad campaign, as well as which users and devices install the app, SKAdNetwork only tells advertisers how many apps are installed. install after each ad campaign without specifically stating data about who or which devices install them.
As a result, SKAdNetwork is seen as a more privacy guarantee Apple is offering to advertisers, although it has a lot of limitations in terms of accuracy compared to IDFA.
Apple’s delay in bringing new privacy features into iOS 14 not only gives advertisers and app publishers more time to get used to a new ad tracking tool like SKAdNetwork, but also also helps them evaluate the effectiveness of the new tool compared to the previous method of using IDFA.
Refer to The Verge