With iOS 14, Apple requires application developers to inform users about and get them to opt in to tracking. Google announced today that its primary iOS apps will no longer use certain tracking methods to avoid having to show the next permission prompt. Meanwhile, the company also provided guidance to developers and advertisers ahead of Apple’s application tracking transparency initiative.
Tracking refers to the act of linking user or device data collected from your application with user or device data collected from other companies’ applications, websites or offline properties for targeted advertising or advertising measurement purposes. Tracking also refers to sharing user or device data with data brokers.
Apple
Google has an unspecified “handful” of iOS applications that need to be disclosed in accordance with Apple’s application tracking transparency (ATT) policy and require users to click on “Allow tracking” or “Ask the application not to track ”before they can proceed.
Instead of having to show this warning, Google will stop using a device’s unique IDFA (Identifier For Advertisers) when ATT goes into effect earlier this year and will therefore be “in line with Apple’s guidance” . Of course, Google presumably has other tracking methods, while everything in its stack is technically considered primary. The company also reiterated that its services will receive application privacy labels as they are updated.
Meanwhile, as a major player in the advertising industry, Google is affected by ATT on two more fronts. He warns that developers who monetize their apps through ads “can have a significant impact on their Google ad revenue on iOS.” Users are expected to refuse “tracking” when they see the prompt. As such, personalized ads can no longer be displayed, generics being less profitable.
To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features, such as SKAdNetwork support. Learn more about how app publishers can prepare.
In addition, advertisers will have trouble measuring the performance of their advertising campaigns, and developers will have less information about installations, sales and other metrics. Google is working with industry partners to make changes to Apple’s authorized replacement.
In the meantime, we encourage app advertisers to upgrade to the latest version of Google Analytics for Firebase for new features, such as SKAdNetwork support. We also encourage advertisers to monitor the performance and delivery of all iOS app campaigns and, if necessary, make adjustments to budgets and bids to achieve their goals.
FTC: We use affiliate links for cars that generate revenue. More.
Check out 9to5Google on YouTube for more news: