Apple Delays IDFA Changes and Google’s Response to the Planned Updates

Jess Ailion 07 September 2020
Apple Delays IDFA Changes and Google’s Response to the Planned Updates


Apple’s iOS 14 IDFA Updates Delayed

In a win for developers, this week’s hot mobile marketing news is Apple’s announcement regarding the delay of its iOS 14 privacy measures that were set to be implemented this month. The changes sent waves of panic across the industry as they would essentially kill the IDFA, which would have dramatic consequences on the $80 billion industry that relied on it. 

Now, in an effort to give mobile app publishers and advertisers time to make the appropriate preparations, the updates have been pushed back to early 2021. Although the same challenges are still to come, the extension of preparation time allows for more effective solutions to be put in place to help save user attribution. 

The transition is from an ‘opt-out’ policy regarding IDFA, in which only around 30% of users dig deep enough to actually opt-out, to an ‘opt-in’ policy whereby developers will actively have to request permission to track a user immediately after app installation. The likelihood that nearly every user will now deny permission prevents the opportunity to track the effectiveness of advertising as we currently know it, by threatening the many forms of attribution marketing, such as retargeting.

The positive outcomes of the announced delay are not only for advertisers and MMPs like Adjust, Branch or Kochava (whose entire business value relies on user tracking). Many hope that Apple will now invest more time into improving its IDFA alternative, SKAdNetwork, which is currently more simple than would be ideal. 

Google’s Response to the iOS 14 IDFA Updates

Now to Segway into Google’s response to the iOS 14 privacy measures. Despite the newly announced delays, it’s still interesting to note the contrasting tone Google has taken in comparison to Facebook (read more about that here). The IDFA changes may be delayed but they’re still coming in a matter of months!

Google remains relatively positive, confirming that it expects to ‘continue meeting advertiser needs for App campaigns on iOS.’ It has taken the approach that encouraging users to grant consent is the best response, as well as preparation in various other forms such as the consolidation of app campaigns. They recommend customizing the dialogue in the consent pop-up to make it as persuasive and informative as possible. More technically, Google recommends its Firebase SDK for benefits including the automatic implementation of Apple’s SKAdNetwork framework. 

See you again next week for some more updates!


Jess Ailion
Jess is Moburst's Content Marketing Manager who came to us all the way from the UK. After studying English Literature, she found herself writing about all things mobile marketing. When she's not spending her time writing, you can find her cooking for her friends or exploring new places.
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