Apple has announced that it will implement "Allow Tracking Requests" in the upcoming iOS 14 as part of further privacy protection. This is a change that requires the user's explicit permission to track users across different websites and apps and to access device identifiers.
iOS 14 is officially released this fall, but it has been officially announced that this tracking limit will be postponed until early 2021.
In a developer release released by Apple on Thursday, "We are committed to allowing users to choose whether to allow apps to track," reaffirming the default policy. "We'll need to get permission to track users starting next year to give developers time to make the necessary changes," he said, adding that there will be a grace period rather than at the same time as the iOS 14 release.
The main hit with this limitation is app developers who use Facebook's ad tracking tool, Audience Network. This tool uses a unique device number called IDFA to more accurately target ads and estimate their effectiveness. However, in iOS 14, IDFA cannot be obtained without the explicit consent of the user, and the individual cannot be identified.
Following rumors that Facebook is in talks with a major advertiser, a mobile game company, publicly said, "It's serious for developers and publishers who are making money with iOS and Facebook tools. It may be meaningless to provide this tool for iOS 14 as it may have a significant impact. "
That turned around, and Apple itself officially announced that it would postpone the implementation, albeit for a few months.
According to the news media The Information, which has a reputation for its own scoop, Apple seems to be more concerned with major game companies and advertisers than listening to Facebook's claims.
Since announcing the IDFA change in June, the App Store team has asked some companies, such as Activision Blizzard and Tencent's Supercell, to let them know how it will impact their business. The story of a person in the know is also told.
A huge amount of money has been invested in mobile app advertisements these days, but most of them are aimed at promoting free-to-play, free-to-play F2P game apps on the App Store. In other words, if we tighten the targeting ads, the 30% commission income from in-app purchases may be significantly reduced, so Apple may have had to give up.
Source: Apple
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