Apple will soon ask iPhone, iPad and Apple TV app developers to ask users for permission to collect their random ad identifier (known as the “Advertiser ID” or “IDFA”), which advertisers they use it to run personalized ads and to track how effective their advertising campaigns have been. Specifically, users will be asked to allow or deny tracking as needed when opening apps on iOS 14, iPadOS 14 and tvOS 14, as part of Apple’s transparency tracking policy (“ATT”).
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In response to this future change, Google announced today that it will stop collecting IDFAs for “a handful” of iOS apps that currently use it for advertising purposes with the entry into force of the new Apple policy. As a result, Google said it will not have to display Apple’s request for tracking permission in its iOS apps.
In a blog post, Google said that app developers could see a “significant impact” on Google’s advertising revenue on iOS after the new Apple policy goes into effect:
Apple’s ATT changes will reduce visibility into key values that show how ads generate conversions (such as app installation and sales) and affect how advertisers value and bid on ad impressions. As such, app publishers can see a significant impact on Google’s advertising revenue on iOS after Apple’s ATT policies come into effect. To help improve your iOS money-making 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 asked developers to complete a privacy tag when they submit new apps and app updates to the App Store on December 8th. Google added that it “works hard to understand and follow Apple’s instructions” for all of its in-app applications. Store and ensure that its iOS apps will be updated with privacy label information, as appropriate, when new features or bug fixes are introduced. Many of Google’s most prominent iOS apps haven’t displayed this privacy information yet, including the main Google app, YouTube, Gmail, Chrome, and more.
Facebook has criticized Apple’s new policy, saying it will affect small businesses that benefit from personalized advertising. In response, Apple said users deserve transparency and control. “We think it’s a simple matter of being in favor of our users,” Apple said, adding that “users should know when their data is collected and shared between other apps and websites – and they should have whether or not to allow this. “