Table of Contents

What's new about iOS 14 privacy policy - the user journey

Each user will be presented with the App Tracking Transparency (ATT) pop-up asking whether they are happy to be tracked by the app. If they do not give consent, the app will not be able to access the IDFA. Apps that do not present the ATT pop-up and still attempt to track people will be removed from Apple’s App Store.

Apps will have some control over when the ATT pop-up is shown, and a pre-emptive message encouraging people to give consent will be possible. Apple is warning against apps trying to incentivise consent. Non-monetary incentives (such as free bonuses) for consent may be possible. But we would be very cautious in recommending an app tries this. Furthermore, Apple is likely to bar any apps that make giving consent a prerequisite for using the app.

For an advertiser to attribute credit for the new install to a referring app using an IDFA, the referring app will also need to have been given consent to track.

Early estimates on how many people will opt-in to an app vary – but do not look encouraging at around 5-20%. Expected opt-in rates vary by industry and product type. Apps looking to use more personal data, such as financial or health data are bracing for a lower-than-average opt-in rate.

In a recent Singular webinar, it was suggested that users that have switched on Limited Ad Tracking in iOS13 won’t even be shown the ATT pop-up on any app. When they migrate to iOS14, their Apple device will remember and automatically reject consent to track their IDFA in each app they have installed.

Android and older versions of iOS

In theory, nothing changes for mobile advertising outside of iOS14. In practicality though, things will change. The way major supply partners (e.g. Facebook and Google) adapt and build products to overcome the approaching challenges will have consequences for all mobile advertising, not just that on iOS14.

What about app-to-web and web-only?

The IDFA is already only available in mobile apps, not the mobile web. So a Safari or Chrome user on an Apple device wouldn’t be tracked using an IDFA. Therefore website-to-website tracking is unaffected by this development.

But app-to-website tracking is harmed though in a similar way to how app-to-app is harmed. To help advertisers attribute clicks to conversions in a privacy-centric way, Apple has launched ‘Private Click Measurement’. But it has its drawbacks and Facebook isn’t a fan.

For more information on PCM and its drawbacks, see point 3.7 App to web and PCM.

For more information on Facebook’s solution, read section 5.1.3 Facebook Measurement section.

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