Apple Delays Ad Anti-Tracking Features Planned for iOS 14 [Updated]

[MacRumors]

Apple told some developers that it will delay the enforcement of an anti-tracking feature that's being implemented in iOS 14, reports The Information.

In iOS 14, Apple is requiring apps to seek customer consent before the IDFA (Identifier for Advertisers) can be used to track user behavior and preference across apps and websites for ad targeting purposes.

Major app developers and ad networks like Facebook have spoken out against the feature, with Facebook warning advertisers on its platform that the new feature could cause a more than 50 percent drop in Audience Network publisher revenue due to the loss of personalization from ads within apps.

Facebook and other advertisers expect that customers will not want to share their IDFA's for ad targeting purposes and will therefore decline consent for the ad blocking popups that Apple has implemented in iOS 14.

Mobile developers that spoke to The Information said that they've had little time to prepare for Apple's change, which was announced in June alongside iOS 14. Apple has also not provided a way for them to target ads without using the IDFA.

If Apple does end up delaying the anti-tracking features in iOS 14, customers who upgrade to iOS 14 will not see the prompts to decline sharing their device IDFA with third-party apps.

According to The Information, if Apple does decide to delay, the anti-tracking features could be held until next year.

Eric Seufert, an ads industry analyst, said it "simply wasn't possible for developers to adapt their advertising infrastructure" to Apple's proposed IDFA change in time for the public release of iOS 14, which Apple usually makes available in September. He called delaying enforcement of the new IDFA prompt "the right thing for Apple to do, even if those privacy restrictions are well intentioned and ultimately best for consumers."

Apple's App Store team has apparently been asking gaming firms for details on how the change might impact their businesses, as these kinds of targeted ads are important to free-to-play games, and their responses may determine Apple's plan to implement or delay the feature.

Update 10:02 a.m.: In a statement to TechCrunch, Apple confirms that it is pushing back the change to "early next year."

We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.

Article Link: Apple Delays Ad Anti-Tracking Features Planned for iOS 14 [Updated]

 

[Wowfunhappy]

This is the one situation where Apple caves? The time when it doesn't benefit their actual customers at all?

 

[TravelsInBlue]

Welcome to late-stage capitalism.

 

[dmx]

This delay is/would be absolutely unacceptable. If Apple is on the consumer’s side, and supports the right to privacy, they need to follow through with their plan and give users the choice to not allow their identifier to be used for tracking.

 

[rp2011]

Oh mannn. Why?
Terrible terrible news if they decide to cop out. They would lose respect from me if that’s the case..

 

[catracho504]

And they release a "PRIVACY" ad the same day?

 

[saudor]

I hope this feature remains until the GM so then we can stay on it for the foreseeable future.

 

[julesme]

“Major app developers like Facebook have spoken out”

When you use Facebook, YOU are the product being sold to major ad agencies and brands. Brands and agencies are “speaking out” (whining) since their product is being deprecated by Apple...

...I personally stand with Apple, where my customer satisfaction and privacy actually matter (since I am not the product).

 

[TomMcIn]

I buy and use Apple Products for my benefit, NOT the benefit of a bunch of carpetbaggers that just want information about my activities. Install this protection as planned.

 

[jackietreeh0rn]

Bummer.

 

[madmin]

Not surprised, if it's good for their shares it's good for Apple executives.

 

[Andres Cantu]

Apple now caves to Facebook, Amazon and Netflix for 15% in App Store, and claims they treat all developers equally. Clearly that’s not the case, but can’t say I’m surprised. Money talks. Need to keep their stock pumped.

 

[480951]

And they release a "PRIVACY" ad the same day?

Yeah, really makes it seem like they’re talking out of both sides of their mouth there.

 

[oldwatery]

Apple showing their true face. Capitalism rules over all. Very sad. I am so sick of being spied on it’s getting to the point where I want off this merry go round.

 

[btrach144]

Wow, this is extremely disappointing from Apple. I might not buy the iPhone in protest if they so this. WTH?!?

 

[jasenwar]

I may switch to another phone if they do this. I don't see any reason why they would do this other than influence from Facebook

 

[iansilv]

I was really looking forward to this! Apple do not cave! Screw Facebook! Invasive ads are destroying our society! It's not just ads- the study of consumer behavior, the tracking- you have the power to make it stop!

 

[Dj64Mk7]

If I'm going to see advertisements, why not have them be targeted towards my interests?

 

[Pedro Cavaleiro]

I only hope apple doesn’t delay this feature
It was one of the features that I was excited about

 

[Paul Shields]

I'd rather not see advertisements at all thanks. If that means I have to pay for Facebook, Twitter etc then so be it.

 

[Dwalls90]

I'm not familiar with the source, The Information, so am hoping this is misinformation and/or bad reporting.

If it's true, then this is a dark day for Apple in the privacy realm.

 

[C DM]

I may switch to another phone if they do this. I don't see any reason why they would do this other than influence from Facebook

Which phone would that be?
[automerge]1599150937[/automerge]

If I'm going to see advertisements, why not have them be targeted towards my interests?

Assuming you care for/about advertisements to begin with, and then assuming you are OK with that personalization coming at the cost of various personal information being used and/or shared about you.

 

[bb9]

IF Apple has to delay the feature, than expose the tracker as originally intended but maybe do not offer a way to decline... till a later date. Public pressure ,when they see whos looking at them, may then help Apple speed up the implementation. A win win.

 

[Moonjumper]

I may switch to another phone if they do this. I don't see any reason why they would do this other than influence from Facebook

Who do you want to switch to? Android currently has not announced anything like this. Apple are maybe delaying, not stopping the feature. You will get it eventually.

 

[willzyx]

You just know that if SJ was still around, he wouldn't give a damn what others think. He would roll it out and force everyone to adopt. This delay still won't stop me from getting my first modern iphone. My last iphone was the first gen iPhone without an App store.