Apple will soon require iPhone, iPad and Apple TV app developers to request users’ permission to collect their arbitrary advertising ID (known as the ‘Advertiser ID’ or ‘IDFA’), which advertisers use to display personalized ads and track how effective their ad campaigns were. In particular, users will be prompted to allow or deny tracking when opening apps on iOS 14, iPadOS 14 and tvOS 14, as part of Apple’s App Tracking Transparency (“ATT”) policy.
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In response to this upcoming change, Google announced today that it will stop collecting IDFAs for the “handful” of its iOS apps currently using it for advertising purposes once Apple’s new policy goes into effect. As a result, Google said it doesn’t need to show Apple’s tracking consent prompt in its iOS apps.
In a blog post, Google said that app developers can see a “significant impact” on their Google ad revenue on iOS after Apple’s new policy goes into effect:
Apple’s ATT changes reduce the visibility of key metrics that show how ads are driving conversions (such as app installs and sales) and affect how advertisers value 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 policy goes into effect. We recommend developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features, such as SKAdNetwork support, to improve iOS earnings rates.
Google has a support document with more information on how developers can prepare.
Apple has also required developers to complete a privacy label when submitting new apps and app updates to the App Store since December 8. Google added that it is “working hard to understand and follow Apple’s guidelines” for all of its apps in the app. Store, making sure to update its iOS apps with privacy label information as needed when new features or bug fixes are introduced. Many of Google’s most prominent iOS apps have not yet displayed this privacy information, including the main Google app, YouTube, Gmail, Chrome, and others.
Facebook has criticized Apple’s new policy, claiming it will harm small businesses that benefit from personalized ads. In response, Apple said users deserve transparency and control. “We believe this is a simple matter of standing up for our users,” Apple said, adding that “users should know when their data is being collected and shared with other apps and websites – and that they should have the choice to do so. or not.”