Apple will soon require iPhone, iPad and Apple TV app developers to request permission from users to collect their random advertising identifier (known as “Advertiser Identifier” or “IDFA”), which advertisers use to deliver personalized ads and track how effective your advertising campaigns were. Specifically, users will receive a warning to allow or deny tracking as needed when opening applications on iOS 14, iPadOS 14 and tvOS 14, as part of Apple’s Application Tracking Transparency (“ATT”) policy.
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In response to this impending change, Google today announced that it will stop collecting IDFAs for the “handful” of its iOS applications that currently use it for advertising purposes, as soon as Apple’s new policy goes into effect. As a result, Google said it would not need to show Apple’s tracking permission prompt in its iOS applications.
In a blog post, Google said that app developers may see a “significant impact” on their Google ad revenue on iOS after Apple’s new policy goes into effect:
Changes in Apple’s ATT will reduce the visibility of key metrics that show how ads drive conversions (such as installs and app sales) and affect how advertisers value and bid on ad impressions. That way, app publishers can see a significant impact on their Google ad revenue on iOS after Apple’s ATT policies go into effect. 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.
Google has a support document with more information on how developers can prepare.
Apple has also required developers to complete a privacy tag when submitting new apps and app updates to the App Store since December 8. Google added that it is “working hard to understand and comply with Apple guidelines” for all of its apps in the Store app and make sure that your iOS apps will be updated with privacy tag information as needed when new features or bug fixes are introduced. Many of Google’s most prominent iOS apps have yet to display this privacy information, including the main Google app, YouTube, Gmail, Chrome and others.
Facebook criticized Apple’s new policy, saying it would hurt small businesses that benefit from personalized advertising. In response, Apple said users deserve transparency and control. “We believe it is a simple matter to defend our users,” said Apple, adding that “users must know when their data is being collected and shared on other applications and websites – and they must have the option of allowing it or not.”