Google will stop collecting advertising IDs in iOS apps in response to upcoming iOS 14 follow-up prompt

Apple will soon ask developers of iPhone, iPad and Apple TV apps to request permission from users to collect their random advertising ID (called an “Advertiser ID” or “IDFA”), which advertisers use to serve personalized ads. and track how effective their advertising campaigns were. Specifically, users will be prompted to allow or deny tracking as needed when opening apps on iOS 14, iPadOS 14, and tvOS 14, as part of the Application Tracking Transparency Policy (“ATT” ) from Apple.

In response to this upcoming change, Google today announced that it will stop collecting IDFAs for the “handful” of its iOS apps that currently use it for advertising purposes once Apple’s new policy comes in. in force. As a result, Google said it would not need to display Apple’s tracking permission prompt in its iOS apps.

In a blog post, Google said app developers could see a “significant impact” on their Google ad revenue on iOS after Apple’s new policy takes effect:

Apple’s ATT changes will reduce the visibility of key metrics that show how ads drive conversions (like app installs and sales) and affect how advertisers rate and bid on ad impressions. As such, app publishers can see a significant impact on their Google ad revenue on iOS after Apple’s ATT policies take effect. 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.

Google has a support document with more information on how developers can prepare.

Apple has also asked developers to complete a privacy label when submitting new apps and app updates to the App Store since December 8. Google added that it was “working hard to understand and comply with Apple’s guidelines” for all of its apps in the app. Store, and has ensured that its iOS apps will be updated with the privacy label information as needed when new features or bug fixes are introduced. Most of Google’s most important iOS apps have yet to display this privacy information, including the main Google app, YouTube, Gmail, Chrome, and others.

Facebook has 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 think it’s just about standing up for our users,” Apple said, adding that “users should know when their data is being collected and shared on other apps and websites – and they should have a choice of to allow it or not. “