News Apple’s seismic change to the mobile ad industry is drawing near, and it’s rocking the ecosystem


Well-known member
Dec 11, 2018
Apple is making a huge change to settings on users’ iPhones in the name of privacy, and it will fundamentally change the way apps track your data in order to create targeted ads.

But many in the mobile ad ecosystem have said that Apple hasn’t given them clear guidance or communication along the way as they retool their apps to comply with the new rules related to the tracking systems known as Identifier for Advertisers (IDFA).

Some have lambasted the change, saying it will hurt the ecosystem’s small, independent players. And even if certain players violate Apple’s guidelines, it’s unclear how that behavior would even be discovered, or whether they’d be kicked out of the App Store for violating the rules.

Apple’s change, which was supposed to launch earlier this fall but was delayed to give app makers more time to retool their advertising systems to comply, will take a privacy option that was previously buried deep in users’ phones and put it front and center when they open an app.

With the change, iPhone users will see a pop-up window in each app. The pop-up warns users that an app is tracking their data for advertising purposes, and gives them the option to block the app from doing so. For Facebook, for example, it would read, “Facebook would like permission to track you across apps and websites owned by other companies,” with an option to allow tracking or ask the app not to track. App owners also have a bit of language they can tailor themselves, but they only have a limited area to do so.

The fear among app makers is that many users will turn off the ad tracking capabilities of an app when they see the pop-up warning and blow up their business model of letting advertisers effectively target and measure ads and their effectiveness on the iPhone. Facebook already warned its investors in August that the change could shave off 50% of its revenue from its Audience Network revenue.

The response to Apple’s change has been messy at best. A recently released survey from marketing trade organization MMA Global and mobile attribution company AppsFlyer found that 37% of respondents, made up of the trade group’s membership base, claimed to have little or no understanding of the IDFA rules.

Sounds like Apple is up to their tricks again. Glad I don't deal with them much.

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