With iOS 14, Apple is asking app developers to notify users and make them agree to tracking. Google today announced that its proprietary iOS apps will stop using certain tracking methods to avoid having to show the upcoming permission prompt. At the same time, the company also provided advice to developers and advertisers ahead of Apple’s app tracking transparency initiative.
Tracking refers to the act of linking user or device data collected from your app with user or device data collected from offline apps, websites or properties. other companies for targeted advertising or advertising measurement purposes. Tracking also refers to sharing user or device data with data brokers.
Google has an unspecified “handful” of iOS apps that must be disclosed according to Apple’s Application Tracking Transparency Policy (ATT), and would require users to click “Allow Tracking” or “Ask. to the application not to follow ”before you can continue.
Rather than having to display this prompt, Google will stop using a device’s unique Identifier For Advertisers (IDFA) when ATT goes into effect at the start of this year, and will therefore be “in accordance with Apple’s advice.” . Of course, Google presumably has other methods of tracking, while everything in their stack is technically considered first-party. The company has also reaffirmed that its services will receive app privacy labels as they are updated.
Meanwhile, as a big player in the advertising industry, Google is affected by ATT on two other fronts. He warns that developers monetizing their apps through ads “may see a significant impact on their Google ad revenue on iOS.” Users are generally expected to decline “tracking” upon seeing the prompt. As such, they can no longer be the subject of personalized advertising, as generics are less profitable.
To improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features such as support for SKAdNetwork. Learn more about how app publishers can prepare.
Additionally, advertisers will find it difficult to measure the performance of their advertising campaigns, and developers will have less information on installs, sales, and other metrics. Google is working with industry partners to make changes to the Apple-sanctioned replacement.
In the meantime, we encourage app advertisers to upgrade to the latest version of Google Analytics for Firebase for new features such as support for SKAdNetwork. We also encourage advertisers to closely monitor the performance and delivery of all campaigns for iOS apps and, if necessary, adjust budgets and bids to meet their goals.
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