IDFA changes are coming — and we finally know when. Sort of.
In conjunction with Data Privacy Day, today, Apple finally released more details about the coming changes to App Tracking Transparency (ATT) on iOS 14, confirming that they will go into effect in “early spring.”
Apple’s revised ATT policy requires developers to ask for permission when they use certain information from other companies’ apps and websites for advertising purposes — even if they already have user consent. This shift means that the Identifier for Advertisers (IDFA) — a random device ID assigned by Apple to each user’s device, enabling developers and brands to track and target — will become entirely opt-in.
“Awareness of industry practices like data tracking is only the first step toward a better privacy experience,” shared Apple in its announcement blog post. “Users also need the features and controls to decide how their data is used, and by whom. Apple has led the industry by building privacy protections into every one of its products and services.”
Apple’s announcement was met with frustration by many in the advertising industry.
Aside from the likely negative impact changing ATT will have on ad targeting and measurement, Apple is also further challenging developers and advertisers with an open-ended timeline to implement major changes that could upend their businesses.
Eric Seufert, Analyst at Mobile Dev Mo, called the timeline “insane.” He tweeted: “They make billions in annual revenue from app devs, why can’t they give timelines that are more concrete than ‘early 2021’ or ‘early spring.’ People are trying to make fundamental business changes and Apple is giving 6- and 3-month ranges for rollout.”
David Barnard, Developer Advocate at Revenue Cat, also took issue with the fuzzy timing, noting that it was “frustrating” to “read the tea leaves instead of [Apple] giving us a date.”
While Apple’s changes to ATT have garnered positive reviews from privacy advocates, developers and the digital ad industry are rightfully concerned as 80% of iOS 14 users are expected to opt-out of app tracking. A study by AppsFlyer finds that nearly 60% of advertisers expect a “negative effect” from the coming changes while 33% are likely to cut spend as a result, hurting publisher monetization in the process.
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