Table of Contents

How will apps change from a product standpoint?

There are clearly many things an app needs to change, even aside from implementing SKAdNetwork.

App Store listing

In December 2019, Apple introduced a new privacy information section for each app’s App Store listing page, called the ‘privacy nutrition label’. Apps are required to give people an overview of the developer’s privacy practices. The privacy nutrition labels give people information on how the app plans to use their data – including for tracking and attribution and for sharing data with other parties.

Additionally, app store pages need to include a link to a publicly available privacy policy.

Customising the opt-in message (when & wording)

There is some flexibility in how an app presents the message asking for permission to track. There is no specific time an app must present the message, and it can be delayed, but know that you cannot access the device’s IDFA until you have.

The wording of the ATT prompt has come in for criticism. It is viewed as intentionally damaging to the likelihood of consent being granted.

The only part of the prompt that can be customised is the second part. In the example to the right that is the part that says “Use tracking”.

Additionally the background overlay around the white pop-up box can have its colour and opacity adapted.

With control over exactly when the ATT prompt is delivered to a user, app developers and marketers are considering a pre-ATT prompt message that details why their data is valuable with the aim of encouraging consent. Some are also thinking of offering incentives (free trial, in-game bonuses) if consent is given – although it is important to remember that product functionality cannot be withheld if consent is not granted.


The full impact of iOS14 will only be realised when Apple releases it out of beta. But there are things marketers can do to prepare.

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