At 1:00 AM on April 27, 2021, the official version of iOS 14.5 was launched, which not only publicly launched a transparent App privacy tracking function, but also brought some brighter new features to iPhone users. The editor has sorted out the information brought by the official version of iOS 14.5, let's take a look at any changes worth paying attention to~

 


Table of Contents


1. Officially launched a transparent App privacy tracking function


The transparent app privacy tracking function mentioned by WWDC in June last year was finally scheduled to be “landed in early spring” this year after deferred adjustments. Now it is “long overdue” with iOS 14.5. In the future, apps need to be used under iOS 14.5. Tracking Transparency Framework (AppTrackingTransparency, hereafter referred to as ATT) to obtain the user's IDFA, in this way, the right to use personal data is returned to the user's hands.


The arrival of iOS14.5 has pushed personal privacy protection to a new level: When users download and install apps that require access to the user’s IDFA, they must ask the user through a pop-up window whether to allow tracking; on the privacy tracking setting page, each app will have a separate IDFA permission switch.


What is the impact of the transparent privacy policy after it goes live?

 

Previously, because the IDFA entry was not obvious, many users turned it on by default and did not know where to turn it off. After the transparent APP privacy tracking function is launched, the App must obtain the user's permission through the pop-up window to track the user or access the advertising identifier of the user's device.

 

According to forecasts by industry insiders, nearly 70% of users will refuse to track after adding pop-up windows. Data released by the publication "Modern Advertising" sponsored by the China Advertising Association shows that under the implementation of Apple's privacy policy, China may have 200 billion yuan in Internet advertising business. Will be affected. For those Internet advertising industries that need to obtain accurate user information through IDFA for advertising purposes, this directly affects advertising revenue, and even has an impact on the digital advertising industry.

 

Does the App have to be connected to the ATT framework?

 

Seeing this, some people may think that if the App does not access the ATT framework, there is no need to ask the user's permission to obtain IDFA through the pop-up window. It should be noted that although it is not necessary for the App to access the ATT framework, after the transparent App privacy tracking function is launched, the developer must obtain the user's consent through the pop-up window to obtain the user's IDFA.

 

If the developer does not access the ATT framework, they will not be able to get a valid IDFA for system users upgraded to 14.5 and above, and the returned IDFA values ​​will all be 0, resulting in abnormal IDFA data callbacks for CPA and ASO advertisements.

 

Of course, there is another situation where the app does not need to access the ATT framework, such as children's apps that do not collect user IDFA.

 

In addition, the following behaviors will not be regarded as tracking behaviors, and there is no need to obtain user permission through the ATT framework:

1) User data or device data in the App is only associated with third-party data on the user's device, and will not be sent from the device in a way that can identify the user or device.


2) The data agent sharing the data only uses the data for fraud detection, fraud prevention or security protection purposes, and only acts on behalf of the developer. For example, use data agents only for the purpose of preventing credit card fraud.


IDFA access is limited, how do developers deal with it?

 

In response to this situation, everyone is actively exploring solutions. There are currently two hotly discussed: China Advertising Association CAID and Apple's official statistics platform SKAdNetwork.

 

①CAID of China Advertising Association

 

On March 19, some developers reported that they received a warning email from Apple: “We found that your application collects user and device information and creates a unique identifier for the user’s device.” And said that to solve this problem, the developer It is necessary to delete all functions that use algorithms to convert devices and usage data to create unique identifiers for user devices in the application.

 

Through sample analysis, many of the currently rejected apps use the CAID of China Broadcasting Association. It is recommended that developers access it carefully, and consider using it after observing the follow-up situation.

 

If you have access to the statistics SDK of other platforms, it is recommended to communicate with the platform to confirm whether there is such a generation plan. If there is any, consider deleting this version of the SDK or ask the platform if there is an SDK version that does not use this solution, so as to avoid accidental injury.

 

If you receive a 5.1.2 warning email, it is recommended that the developer delete the SDK and re-upload it in time to avoid being removed from the shelves for more than 14 days.

 

②Apple SKAdNetwork

 

After IDFA access rights are adjusted, advertisers must obtain user consent to obtain channel attribution and user behavior tracking. In order to reduce the impact of this change, Apple has introduced an alternative solution-SKAdNetwork.

 

SKAdNetwork is Apple’s attribution solution that helps advertisers measure advertising campaigns while maintaining user privacy. After using Apple's SKAdNetwork, even if IDFA is not available, the ad network can correctly obtain the attribution results of app installation.

 

Recently, Apple's SKAdNetwork 2.2 version, in addition to tracking App ads, also began to support tracking the click effects of ads on web pages such as iOS and iPadOS. In addition, it also added View-Through Ads (view-through ads), including Attribution tracking in various forms of advertising such as video and audio. Developers can evaluate which advertisements are most effective and can promote user conversion (such as purchase or registration), which reduces the impact of the upcoming IDFA access permission adjustment to a certain extent.

 

The current advantages and disadvantages of SKAdNetwork, interested friends can refer to:


Advantages of SKAdNetwork solution:


Officially provided by Apple, statistics can be achieved without user authorization;


Easy access in the advertiser-level App, one line of code;


Apple verifies the validity of the user's installation/re-installation from the Apple ID level;


The form of advertisement presentation can be customized according to the needs, which can be used for the channel attribution of advertising and the judgment of new and old users.


Disadvantages of SKAdNetwork solution:


Does not support device-level data tracking, with fewer data dimensions;


Cannot track user behavior and cannot be used for targeted advertising;


The data is not real-time, there is a delay of 0-24 hours, or even longer;


The data is called back to the traffic owner, and the advertiser cannot obtain the direct callback data.


For more information about the ATT framework and SKAdNetwork, access methods, etc., please check the previous article "The official version of iOS 14.5 is coming next week, and IDFA is about to "expire"! How can developers help themselves? 》

 

*Developer's note: There is currently user feedback: After upgrading iOS14.5, the IDFA tracking option may not be enabled, which will cause the App to fail to obtain IDFA. Some user tests have found that switching AppleID can solve this problem. If you encounter such a situation, you can try it.

 

2. Other changes in iOS 14.5


In addition to privacy features, iOS14.5 also brings a lot of practical and inclusive dazzling features, let's take a look together~

 

Unlock iPhone with Apple Watch

When trying to use Face ID while wearing a mask, you can unlock iPhone X and later models through Apple Watch Series 3 and later models.

 

AirTag and "Find"

Support to track and find the user’s important items such as keys, wallets and backpacks in a private and safe manner in the "Find" App through AirTag


"Precision Find" uses the ultra-wideband technology provided by the U1 chip on the iPhone 11 and iPhone 12 models to direct users to nearby AirTags using visual, auditory and tactile feedback


Can be positioned by playing sound through AirTag's built-in speaker?


"Find" network can help users find AirTag through hundreds of millions of devices, even if it is not nearby


"Lost Mode" can notify the user when AirTag is found, and the user can also enter a contact phone number


Emoticons

Supports individual selection of skin color for each person in all kissing couple emoji and love couple emoji


Added facial emojis, love emojis, and female emojis with long beards.


Siri

When wearing AirPods or compatible Beats earphones, you can use Siri to announce calls and callers, so users don’t need to answer them.


Support for Siri to make a FaceTime call to a group of contacts or "message" group names to initiate a FaceTime group chat


Allow Siri to call emergency contacts.


Apple Music

Share user’s favorite lyrics via "message", Facebook and Instagram snapshots, and subscribers can play snippets in "message" without leaving the conversation


City rankings show popular music in major cities


podcast

The "Program Page" of "Podcasts" has been redesigned to make it easier for users to start listening


The option to store and download episodes can automatically add episodes to the "library" for quick access.


Download behavior and notification settings can be customized for each program.


Popular categories in "Leaderboards" and "Search" help users discover new shows.


5G improvements

Smart data mode improvements deeply optimize the use of 5G networks on iPhone 12 models, bringing better battery life and data usage experience.


5G international roaming can be used on iPhone 12 models through supported operators.


map

Report accidents, dangerous road conditions or road constructions along the way through Siri on iPhone or CarPlay.


The time of arrival (ETA) can be shared not only while driving, but also while cycling or walking: let Siri share it for users, or tap the route card at the bottom of the screen, and then tap "Share Arrival Time".


Reminder

Reminders can be sorted by "Title", "Priority", "Due Date" or "Created Date".


Added option to print reminder list.


translation

Long press the play button to adjust the playback speed of the translation.


play games

Support Xbox Series X|S wireless controller or Sony PS5 DualSense wireless controller.


CarPlay

When driving, you can use the new Siri or keyboard control in CarPlay to easily share the arrival time in Apple Maps.

 

This update also fixes the following issues:


* In some cases, the information at the bottom of the dialog may be obscured by the keyboard.


* Deleted information may still be displayed in the "Spotlight" search.


* "Message" may have been unable to send some text in the conversation.


* Some users can load new emails in "Mail" only after restarting the device.


* Incoming call blocking and identification may not be displayed in the "Phone" settings.


* The iCloud tab may not be displayed in the Safari browser.


* iCloud Keychain may not be closed.


* Reminders created through Siri may be accidentally set to the early morning hours.


* The battery health report system will recalibrate the maximum battery capacity and peak performance capacity of iPhone 11 models to solve the problem of inaccurate battery health report estimates encountered by some users.


* Optimized to reduce the low light that may appear when a black background is displayed at low brightness on the iPhone 12 model.


* AirPods' "Auto Switch" sends audio to the wrong device.


* AirPods' "Auto Switch" notification may not be displayed or displayed repeatedly.


Conclusion


For developers and promoters, after the launch of the transparent App privacy tracking function brought by the official version of iOS14.5, the App will restrict the tracking of users. Qimai Research Institute will continue to pay attention to the latest development of the solution for everyone.

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