Industry News & Events, Mobile App Growth
The latest 14.5 iOS changes have gone into effect, which means advertisers and developers should be ready for Apple’s privacy updates.
When submitting new apps and app updates for review to the Apple Store, apps are required to provide information about the app’s data collection practices in their App Store Privacy information section. With iOS 14.5, tracking can only be performed if permission is granted through App Tracking Transparency.
Apps that collect and share data about users with other companies for tracking purposes are required to use the App Tracking Transparency consent prompt and get the user consent. This applies to all apps in the App Store whether it’s for an iPhone, iPad, or Apple Watch. They all need to have App Tracking Transparency (ATT) implemented to receive user permission to enable tracking.
With the loss of user-level granular data, SKAdNetwork will be heavily used for mobile app attribution in iOS advertising campaigns. This framework is Apple’s privacy-friendly framework for mobile app install attribution. The attribution process is actually conducted by the App Store, facilitated by Apple, and then sent to the network without the user identifiers, preserving privacy.
These changes have significant implications for the advertisers and the developers.
Getting your app ready for iOS 14.5 privacy changes is critical for your business.
Around 10 to 30 percent of iOS users already limit ad personalization, but with this new update, as many as 80 percent of users are expected to limit tracking once they see the ATT prompt on their devices, asking explicitly if they want to be tracked.
This move will change the way you collect insights with transparency and with user-level granularity. Here are some notable changes:
The name of the game is preparation. Figure out how you and your team plan to manage these changes. Here are some tips to help you stay ahead:
Once you are ready, work with your teams to use these new tools to start running your new UA campaign and further optimize the IDFA opt-in rates. Understanding what your audience does in the first few months of the new iOS 14.5+ update is critical so you can adjust your budgets, campaigns, and overall strategies and sustain growth for your business in this new privacy-focused era.
We want to ensure you’re set up for success so you can continue to grow your business. If you have any questions or concerns please don’t hesitate to reach out to your account team or [email protected].