The company told media outlets that when this change is enabled, a system prompt will give iOS and iPadOS mobile users the ability to allow or reject that tracking on an application-by-application basis. The company also added that it wants to give app developers the time to make necessary changes. As a result, the requirement to use this permission will go into effect in early 2021. The company announced new privacy changes in June of this year that were slated to go in to effect with the release of iOS 14 this fall.
Facebook is among the most concerned companies about the new change, and it said last week that the software move by Apple would cut revenue for developers who rely on Apple’s in-app advertising network.
The privacy change involves an identifier called Identifier for Advertisers (IDFA) that lets marketers track how well their advertisement performs. This allows developers to make better and more informed choices on their digital advertising spend. Overall, we are talking about a huge industry being disrupted as a report published by eMarketer indicates that the United States smartphone advertising reached $87.3 billion during 2019. Furthermore, the application install advertising spend across the globe was $57.8 billion last year, according to AppsFlyer data.
Facebook said last week that the social media giant would stop using unique identifiers Apple intends to warn people about. Although Apple is not necessarily going to war with the smartphone advertising industry, its new privacy feature is among the company’s most aggressive developer policy changes Apple has introduced recently. The new privacy feature will display a prompt when an application has requested for IDFA code, and several people are expected to decline. Facebook says that this will ‘severely impact’ its advertising network, reported Bloomberg last week.