It will soon require iPhone, iPad, and Apple TV app developers for Apple to request permission from users to pick up their random advertising identifier (known as an “advertiser ID” or “IDFA”), which advertisers they use to run personalized ads and track their effectiveness. their advertising campaigns were. Specifically, users will receive a request to allow or deny tracking when needed when opening apps on iOS 14, iPadOS 14, and tvOS 14, as part of Apple’s Tracking Transparency (“ATT”) policy.
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In response to this upcoming change, Google announced today that it will stop collecting IDFA for the “handful” of its iOS apps that currently use it for advertising purposes once Apple’s new policy goes into effect. As a result, Google said it will not have to show Apple’s tracking permission application on its iOS apps.
In a blog post, Google said that app developers may see a “significant impact” on their advertising revenue from Google on iOS after Apple’s new policy takes effect:
Apple’s ATT changes will reduce the visibility of key metrics that show how ads generate conversions (such as app installations and sales) and affect how advertisers rate and bid on ad impressions. . As such, app publishers may have a significant impact on their advertising revenue from Google to iOS after Apple’s ATT policies come 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 forced developers to fill out a privacy tag when they ship new apps and app updates to the App Store since December 8th. Google added that it “works hard to understand and comply with Apple’s guidelines” for all of its in-app applications. Store and made sure your iOS apps will be updated with privacy tag information when needed when new features or bug fixes are introduced. Many of Google’s top iOS apps haven’t shown this privacy information yet, including the main app for Google, YouTube, Gmail, Chrome, and more.
Facebook has criticized Apple’s new policy, saying it will hurt small businesses that benefit from personalized advertising. In response, Apple said users deserve transparency and control. “We believe this is a simple matter of defending our users,” Apple said, adding that “users should know when their data is collected and shared among other apps and websites, and they should have the option to allow it or not. “