Google’s iOS applications will soon begin prompting iPhone and iPad users for permission to track them online.
This information comes from a post by Christophe Combette, head of Google Ads, on January 27, 2021.
This action is in accordance with Apple’s App Tracking Transparency (ATT), which Apple expects to implement in the spring of 2021.
The new policy will provide iPhone and iPad users more privacy, although it will cost advertisers like Google billions of dollars.
Overview
A few of Google’s iOS apps currently use Apple’s ID for Advertisers (IDFA) for advertising purposes, which will require the user’s permission under the new policy.
IDFA is a unique identifier that Apple generates for each of its devices, which advertisers can use to deliver personalized ads to users.
Users can opt-out of this use of IDFA with the “Limit Ad Tracking” setting, which about 20 percent of users do.
However, the new policy will require users to opt-in to IDFA tracking for each application, which will greatly reduce the number of users that advertisers can track.
The ATT prompt will ask users if they want the app to track their activities across other apps and websites.
Their choices will be to allow the tracking or request the app to not perform tracking.
Combette also stated in his post that Google apps will no longer display the ATT prompt and will also update the page listings for its apps with the new app privacy policy.
He added that Google will be working hard to understand and apply Apple’s new policy for all apps in Google’s App Store.
Implementation
Observers had initially speculated that Apple would implement ATT in iOS 14.4 and the iPad equivalent.
However, those updates were released on January 27, 2021, without the new policy.
The most significant updates in iOS 14.4 were the ability to scan smaller QR codes and improved routing for audio notifications.
Effects on Google
Free iPhone apps often sell targeted ads, which earn more revenue than non-targeted ads. Alphabet, Google’s parent company, received over 80 percent of its total revenue from ad sales in 2019.
The requirement for users to opt-in to receive the targeted ads is likely to drastically reduce Google’s ad revenue, at least in the short term.
Combette also advised Google’s app publishers that they may experience a significant loss of ad revenue once the ATT policy goes into effect.
Great idea. Wish you had been able to put in a pictorial of where we may find these prompts and a brief run through of the steps. Thanks formthe heads up anyway
I am glad to learn that I will soon have a choice as to what ads I see.
What does moderation mean?
I hope their request stands out and not in fine print on the bottom.
if an explanation of how allowing the tracking will benefit the user is placed next to the request for permission to use the tracking the users may not choose to stop it
Great news!
Please correct me if I’m wrong: By no longer allowing advertisers to target our interests doesn’t mean we finally get a break from millions of obnoxious adverts. It just means the same amount, but more random junk.
Where is the “Limit Ad Tracking” setting?
Thank you for this info…
I have a device to eliminate robo calls. It is the best gadget on my phone.
#1 it silences all call whose phone number is not in my phone. I know looker have to answer these calls.