Google to Stop Collecting Advertising Identifiers in iOS Apps in Response to iOS 14's Upcoming Tracking Prompt

[MacRumors]

Apple will soon require iPhone, iPad, and Apple TV app developers to request permission from users to collect their random advertising identifier (known as the "Identifier for Advertisers" or "IDFA"), which advertisers use to deliver personalized ads and track how effective their ad campaigns were. Specifically, users will be presented with a prompt to allow or deny tracking as necessary when opening apps on iOS 14, iPadOS 14, and tvOS 14, as part of Apple's App Tracking Transparency ("ATT") policy.

In response to this upcoming change, Google today announced that it will stop collecting IDFAs for the "handful" of its iOS apps that currently use it for advertising purposes once Apple's new policy goes into effect. As a result, Google said it will not need to show Apple's tracking permission prompt in its iOS apps.

In a blog post, Google said that app developers may see a "significant impact" to their Google ad revenue on iOS after Apple's new policy takes effect:

Apple's ATT changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their Google ad revenue on iOS after Apple’s ATT policies take effect. To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support.

Google has a support document with more information on how developers can prepare.

Apple has also required developers to fill out a privacy label when submitting new apps and app updates to the App Store since December 8. Google added that it is "working hard to understand and comply with Apple's guidelines" for all of its apps in the App Store, and ensured that its iOS apps will be updated with privacy label information as necessary when new features or bug fixes are introduced. Many of Google's most prominent iOS apps have yet to display this privacy information, including the main Google app, YouTube, Gmail, Chrome, and others.

Facebook has criticized Apple's new policy, claiming that it will hurt small businesses who benefit from personalized advertising. In response, Apple said users deserve transparency and control. "We believe that this is a simple matter of standing up for our users," said Apple, adding that "users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not."

Article Link: Google to Stop Collecting Advertising Identifiers in iOS Apps in Response to iOS 14's Upcoming Tracking Prompt

 

[macsplusmacs]

And it pained them to NO END to do this.

Thank you Apple!

 

[iGeneo]

This is why i will stick with Apple

 

[Professor Rucy]

An article about Google? Let's gripe!!

 

[MauiPa]

That is funny. It is OK to do, as long as no one knows you are doing it? Definition of sleaze. On the otherhand, it is a good thing that google is dong this, regardless of the reason. Maybe they have seen the error of their ways and are becoming a better corporate citizen. Oh, I can't stop laughing. My apologies to anyone else who is laughing so hard they can't stop

 

[Doctor Q]

It's pretty much an admission by Google that users don't want this type of tracking. Otherwise, Google would live with the prompt.

 

[johnmarki]

This is going to become a very interesting cat and mouse game between Apple and Google.

 

[justperry]

I have a hard time believing Google, they don't give up ad revenue that easy, there must be a catch.
Might have found another sneaky way...

 

[4491275]

Apple will soon require iPhone, iPad, and Apple TV app developers to request permission from users to collect their random advertising identifier (known as the "Identifier for Advertisers" or "IDFA"), which advertisers use to deliver personalized ads and track how effective their ad campaigns were. Specifically, users will be presented with a prompt to allow or deny tracking as necessary when opening apps on iOS 14, iPadOS 14, and tvOS 14, as part of Apple's App Tracking Transparency ("ATT") policy.

In response to this upcoming change, Google today announced that it will stop collecting IDFAs for the "handful" of its iOS apps that currently use it for advertising purposes once Apple's new policy goes into effect. As a result, Google said it will not need to show Apple's tracking permission prompt in its iOS apps.

In a blog post, Google said that app developers may see a "significant impact" to their Google ad revenue on iOS after Apple's new policy takes effect:Google has a support document with more information on how developers can prepare.

Apple has also required developers to fill out a privacy label when submitting new apps and app updates to the App Store since December 8. Google added that it is "working hard to understand and comply with Apple's guidelines" for all of its apps in the App Store, and ensured that its iOS apps will be updated with privacy label information as necessary when new features or bug fixes are introduced. Many of Google's most prominent iOS apps have yet to display this privacy information, including the main Google app, YouTube, Gmail, Chrome, and others.

Facebook has criticized Apple's new policy, claiming that it will hurt small businesses who benefit from personalized advertising. In response, Apple said users deserve transparency and control. "We believe that this is a simple matter of standing up for our users," said Apple, adding that "users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not."

Article Link: Google to Stop Collecting Advertising Identifiers in iOS Apps in Response to iOS 14's Upcoming Tracking Prompt

Thank you Apple! What a sweet, albeit partial, victory.

 

[icanhazmac]

Great to hear! As others have said, this is why I Apple!

This response from Google is no different than when everyone fixed the "bug" in their apps which was scraping clipboards prior to iOS 14 being released so the general public would never know it was happening.

Edit: "To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support." Does this mean Google has found a way to circumvent what Apple is trying to accomplish?


Anyone able to describe what this means:

Privacy strategies | iOS | Google for Developers

developers.google.com

Enable SKAdNetwork to track conversions​

The Google Mobile Ads SDK supports conversion tracking using Apple's SKAdNetwork, which means Google is able to attribute an app install even when IDFA is unavailable.

 

[elmateo487]

I don't understand. Why can't they just request them if they want them so bad, and let the user decide? That is all Apple added, the option for the user to decide.

 

[cal6n]

To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support.

Does this translate as "We have found a way of tracking iOS users that "technically" we don't need to declare"?

 

[rafark]

Now we’ll get ads based on our IPs probably which is worse. If someone in your family is searching for a specific product now the whole family will know...

 

[macsplusmacs]

An article about Google? Let's gripe!!

We would not have to gripe if Google simply put user's privacy first.

Yet here we are.

Remember, Google is an ADVERTISING company. 85 cents of every dollar they make comes from their ads.

 

[IG88]

Does this translate as "We have found a way of tracking iOS users that "technically" we don't need to declare"?

That would be my suspicion. Workaround.

 

[Khaleesi Kendall]

Google has always been so slimy to me. Thanks Apple!

 

[Zen_Arcade]

It won’t be long before people realize Google has some sort of way around it, and, once publicized, Google will say it’s a “bug.”

😉

 

[gaximus]

App developers just need to make ad free versions of their app. If it is a decent app, I'll gladly pay a dollar or two to remove ads. I have so many apps that show ads that don't offer a remove ads option.

 

[jz0309]

This is a good thing, but, can we trust Google? and maybe an explanation why their iOS apps haven't been updated for so long?

 

[rictus007]

I might be wrong but I understand that this affects more to the people that profit from the effect of the advertising. Like when a user actually buy something in response to an advertisement. This action pays more to whomever was posting the ads. So it does really affect developers that need google ability to tract us, in order to provide more targeted ads and eventually get more money If the add was successful. I’m not against ads, I’m definitively against tracking and would like some other way to control what ads I receive.

 

[retta283]

That would be my suspicion. Workaround.

Could very well be the reason they've waited so long to say anything, looking for a loophole/workaround to appear, and now it has.

 

[Cosmosent]

"FYI, reading between the lines of Bumble's S-1, ... Apple's upcoming IDFA privacy change will very-likely become a Catalyst for Angel Investors & VCs to pivot their interest back to mostly UN-known, yet Ready-to-Go, Flagship-caliber Engineering Accomplishments, ..."

NOT Rocket Science, there is/will-be an UN-intended benefit !

Could take weeks, OR it could take months.

The release of iOS 14.4 yesterday was the starting point.

 

[SWAON]

"Ask App not to Track" has no grantee that the app will do so. That's also important to address.

 

[rafark]

App developers just need to make ad free versions of their app. If it is a decent app, I'll gladly pay a dollar or two to remove ads. I have so many apps that show ads that don't offer a remove ads option.

Well that’s the problem. If it’s free, people complain. If it’s a paid app using a subscription model people still complain. A one-time purchase of $1 or $2 is just not profitable enough for apps to survive.

 

[IG88]

"Ask App not to Track" has no grantee that the app will do so. That's also important to address.

Someone addressed this awhile back but I don't have it bookmarked. I am fairly confident that the tracking is opt-in, so "ask not to track" is just odd wording IMO.