The author reported on January 28 that foreign media MacRumors reported that Apple will soon require iPhone, iPad and Apple TV app developers to request users permission to collect their random advertising identifiers (called "advertiser identifiers" or "IDFA"). Advertisers use this identifier to deliver personalized ads and track the effectiveness of their advertising campaigns. Specifically, when a user opens an app on iOS 14, iPadOS 14 and tvOS 14, a prompt will appear to allow or deny tracking as needed, which is also part of Apple's App Tracking Transparency ("ATT") policy.
In response to this upcoming change, Google announced today that once Apple’s new policy takes effect, Google will stop collecting IDFA for “a few” iOS apps currently used for advertising purposes. Therefore, Google said it will not need to display Apple's tracking permission prompt in its iOS app.
Google said in a blog that after Apple’s new policy takes effect, app developers’ Google advertising revenue on iOS may be "significantly affected."
"Apple’s ATT changes will reduce the visibility of key indicators (such as app installs and sales) that show how ads drive conversions, and will affect how advertisers value and bid on ad impressions. Therefore, after Apple’s ATT policy takes effect, apps will be released. Google’s advertising revenue on iOS may be significantly affected. To help increase the iOS monetization rate, we encourage developers to upgrade to Google’s mobile advertising SDK v7.64 to get new features such as SKAdNetwork support."
Google has a supporting document that provides more information on how developers can prepare.
The author is informed that starting from December 8, 2020, Apple also requires developers to fill in privacy labels when submitting new applications and application updates to the App Store. Google added that it is "struggling to understand and comply with Apple's guidelines" and to ensure that its iOS apps will update privacy label information as needed when new features or bug fixes are introduced. Many of Google's most famous iOS apps have not yet displayed this private information, including the main Google App, YouTube, Gmail, Chrome, etc.
Facebook criticized Apple's new policy, saying it will harm small businesses that benefit from personalized advertising. In this regard, Apple said that users should obtain transparency and control. Apple said: "We believe this is a simple question from the user's standpoint." Apple added: "Users should know when their data is collected and shared on other apps and websites - they should be able to choose whether Allow this."