From The Information’s “Apple Said to Delay iOS Change Roiling Mobile Ad Market” ($) posted Thursday:
Apple has told some developers that it plans to delay the enforcement of a controversial change to its next mobile operating system that would upend how ads are targeted on iPhones and iPads, according to people familiar with the matter.
The change in iOS 14, the next version of Apple’s mobile software, will require developers to ask users to share their device’s unique identifier for advertising purposes through a prompt. Many developers and advertisers rely on this identifier, or IDFA, to track the effectiveness of their ad campaigns in mobile apps, particularly for ads that prompt the viewer to download a specific app or game. Experts believe most people will not agree to share their IDFA when asked.
Apple has positioned the new prompt as a pro-privacy move that puts users in control of their data. But the proposed change has caused panic among marketers and developers that rely on targeted ads to reach consumers. Mobile developers and advertisers who spoke to The Information said they’ve had little time to prepare for the change, announced in June of this year, and that Apple hasn’t provided a clear workaround that lets them target their ads without the IDFA.
My take: Takes some of the sting out of Apple’s new privacy ad.