Mobile Ad Companies Form 'Post-IDFA Alliance' to Navigate Upcoming App Tracking Transparency Changes

[MacRumors]

A group of mobile advertising companies today announced the launch of the Post-IDFA Alliance, a partnership that's designed to help marketers and app developers adjust to the ad tracking changes that Apple is implementing with the launch of iOS 14.5, reports Reuters.

The Post-IDFA Alliance will offer up tips that will help advertisers and developers get effective ads in front of customers and measure the efficiency of those ad campaigns. The group is planning to offer videos, webinars, and other materials to help advertisers understand how to use data in an "Apple-friendly manner."

"No IDFA? No Problem," reads the website, which also offers articles like "What does the IDFA change mean? and "How does SKAdNetwork work?" SKAdNetwork is a privacy-focused ad platform that Apple is providing to developers as an alternative to current ad tracking measures.

The partnership includes Liftoff, Fyber, Chartboost, Singular, InMobi and Vungle, all of which are mobile advertising companies that will be impacted by Apple's upcoming changes.

Starting with the launch of iOS 14.5, Apple will begin enforcing App Tracking Transparency, a feature first announced when iOS 14 debuted following the Worldwide Developers Conference in June. Apple delayed the implementation of the feature to give developers extra time to adjust, but the delays are ending in early spring.

With App Tracking Transparency, developers are no longer able to access a user's IDFA or advertising identifier on the iPhone or the iPad without first obtaining express user permission. When access to the IDFA is declined, apps are also expected not to use workaround methods to track users against their wishes as well.

The IDFA is used by app developers and ad companies to track user behavior across apps and websites for ad targeting purposes, something that will no longer be possible when people begin declining to allow ad tracking functionality.

Users will be able to disable ad tracking on an app-by-app basis, with apps required to show a pop up that will ask users if they want to be tracked. Ad companies assume that the majority of people are going to decline this request, which will have a broad impact on advertising on iOS devices going forward.

Facebook has been the most vocally against Apple's planned ad tracking changes because App Tracking Transparency will impact Facebook's ad revenue. Facebook has claimed that Apple is harming small businesses, but Facebook's own employees have criticized the anti-Apple campaign and the EFF has called Facebook's efforts to get Apple to drop the privacy changes "laughable."

Article Link: Mobile Ad Companies Form 'Post-IDFA Alliance' to Navigate Upcoming App Tracking Transparency Changes

 

[sniffies]

The next thing Apple should kill is Spy Pixels in our emails.

We need to inflict even more pain on the parasitic Zuck. 😈​

 

[rafark]

Hmm that makes me think.. maybe this will make apps abandon ads in favor of a subscription model or in-app purchases. And because all payments have to be processed by Apple, at the end of the day, Apple takes a (bigger) cut through fees.

 

[subi257]

Hmm that makes me think.. maybe this will make apps abandon ads in favor of a subscription model or in-app purchases. So at the end of the day, Apple takes a (bigger) cut through fees.

But ads are different than being tracked...especially on every app that you use

 

[Apple_Robert]

Honest companies who care about customers and privacy will jump on board. Those that don' really care about happy customers and not invading one's privacy will balk at the new direction Apple is headed, and I think many others will follow.

 

[deathcab]

The level of response and/or resistance from the ad companies tell you all you need about the scope of the problem that Apple is trying to address here.

 

[BWhaler]

Facebook. So gross.

I’m sure the ad guys will go back to Super Cookies with carriers and broadband companies. Sure you can opt out, which no one does since no one knows Super Cookies even exist and the process is laborious.

This needs regulation to stop the trickery.

 

[rafark]

But ads are different than being tracked...especially on every app that you use

Yeah, but if ad revenue goes down, apps will have to find another source of income in order to survive. Right now is very expensive and hard to get a good roi when advertising in networks like AdWords. Without tracking it’s going to be even harder, companies will most likely have to purchase less ads. So apps will have to offer less free content and implement even more in-app purchases to survive.

 

[Cosmosent]

Could be very educational.

 

[Abazigal]

So it’s Apple vs the rest of the world then.

Always has been, always will be the case.

 

[gaximus]

But ads are different than being tracked...especially on every app that you use

Exactly, this isn't an end to ads, it's just an end to non-authorized user tracking ads. All an app has to do is prompt the user "Would you like relevant ads? Then we need to access some of your information."

 

[FightTheFuture]

Yeah, but if ad revenue goes down, apps will have to find another source of income in order to survive. Right now is very expensive and hard to get a good roi when advertising in networks like AdWords. Without tracking it’s going to be even harder, companies will most likely have to purchase less ads. So apps will have to offer less free content and implement even more in-app purchases to survive.

Tracking and collecting user data without opting-in shouldn't be the foundation of a business. It's unethical and companies should've seen this problem long ago.

 

[Kabeyun]

A group of mobile advertising companies today announced the launch of the Post-IDFA Alliance, a partnership that's designed to help marketers and app developers adjust to evade the ad tracking changes that Apple is implementing with the launch of iOS 14.5, reports Reuters.

Edited for accuracy.

 

[code-m]

Next thing Apple should kill is Spy Pixels in our emails.

We need to inflict even more pain on the parasitic Zuck. 😈​

Parasites feed off an unknown or in this case many knowing and some unknowing hosts. Best ways to stop a parasite is to stop feeding it and/or implementation measure/medication to make the environment harsh to expel it.

Apple is doing its part, now it’s up to the hosts to stop feeding it. Good luck.

 

[code-m]

Exactly, this isn't an end to ads, it's just an end to non-authorized user tracking ads. All an app has to do is prompt the user "Would you like relevant ads? Then we need to access some of your information."

Seriously, if people are still viewing ads in this day and age it seems like self inflicted pain.

There are options to limit if not eliminate ads may one prefer to support or not via ads.

 

[code-m]

So it’s Apple vs the rest of the world then.

Always has been, always will be the case.

That’s just the narrative pushed. The coin flips both sides for any company including Apple.

 

[planteater]

Yeah, but if ad revenue goes down, apps will have to find another source of income in order to survive. Right now is very expensive and hard to get a good roi when advertising in networks like AdWords. Without tracking it’s going to be even harder, companies will most likely have to purchase less ads. So apps will have to offer less free content and implement even more in-app purchases to survive.

That’s a good thing. The free, but with parasitic data sucking needs to end.

 

[code-m]

The level of response and/or resistance from the ad companies tell you all you need about the scope of the problem that Apple is trying to address here.

There is a saying that “nothing is free in life” this applies to services. The issue is that user data is far more lucrative and profitable than the services used/offered (e.g. server storage, data traffic, electricity, employee payroll, etc).

 

[rgeneral]

Perhaps this group should replace Facebook entirely

 

[dingclancy23]

There is a saying that “nothing is free in life” this applies to services. The issue is that user data is far more lucrative and profitable than the services used/offered (e.g. server storage, data traffic, electricity, employee payroll, etc).

I support Apple's moves but time will tell how much of the "free and cheap" internet is driven by this data-driven advertising model.

If user data is indeed the foundation of not only companies but also of business models, then you will see some effect where cost of server infrastructure will go up, app pricing will go up, then subscription cost going up, or free apps going paid. Then you lose the dynamics of the internet we are getting today, to be replaced by different dynamics.

My bet here is that this assumption is overblown. We will just go back to the previous models before all this device tracking happened. The people who will truly profit from this are actually data-driven marketers, because paradoxically, companies will need more of their skills more than ever, not for tracking, but inferring from missing data.

 

[AstroRob]

I'm curious if apps are allowed by Apple to make their functions dependent upon ad tracking. Personally I think it would be a completely fair arrangement for the app to say that it only works if you are willing to allow ad-tracking to be enabled.

It is also not out of line with other apps that require access to camera/mic/etc. to function.

Let people make the choice whether they are willing to cede privacy in exchange for free software. Or even have a choice to pay a subscription for no ads or get it free if they allow ad tracking.

 

[Blowback]

Tracking and collecting user data without opting-in shouldn't be the foundation of a business. It's unethical and companies should've seen this problem long ago.

Agreed....Madison Ave/Ads have existed for decades without the current shenanigans ......most of these 'new' companies are in it for a quick buck and further debasement of our societies be dammed....

 

[Blowback]

A group of mobile advertising companies today announced the launch of the Post-IDFA Alliance, a partnership that's designed to help marketers and app developers adjust to the ad tracking changes that Apple is implementing with the launch of iOS 14.5, reports Reuters.

The Post-IDFA Alliance will offer up tips that will help advertisers and developers get effective ads in front of customers and measure the efficiency of those ad campaigns. The group is planning to offer videos, webinars, and other materials to help advertisers understand how to use data in an "Apple-friendly manner."

"No IDFA? No Problem," reads the website, which also offers articles like "What does the IDFA change mean? and "How does SKAdNetwork work?" SKAdNetwork is a privacy-focused ad platform that Apple is providing to developers as an alternative to current ad tracking measures.

The partnership includes Liftoff, Fyber, Chartboost, Singular, InMobi and Vungle, all of which are mobile advertising companies that will be impacted by Apple's upcoming changes.

Starting with the launch of iOS 14.5, Apple will begin enforcing App Tracking Transparency, a feature first announced when iOS 14 debuted following the Worldwide Developers Conference in June. Apple delayed the implementation of the feature to give developers extra time to adjust, but the delays are ending in early spring.

With App Tracking Transparency, developers are no longer able to access a user's IDFA or advertising identifier on the iPhone or the iPad without first obtaining express user permission. When access to the IDFA is declined, apps are also expected not to use workaround methods to track users against their wishes as well.

The IDFA is used by app developers and ad companies to track user behavior across apps and websites for ad targeting purposes, something that will no longer be possible when people begin declining to allow ad tracking functionality.

Users will be able to disable ad tracking on an app-by-app basis, with apps required to show a pop up that will ask users if they want to be tracked. Ad companies assume that the majority of people are going to decline this request, which will have a broad impact on advertising on iOS devices going forward.

Facebook has been the most vocally against Apple's planned ad tracking changes because App Tracking Transparency will impact Facebook's ad revenue. Facebook has claimed that Apple is harming small businesses, but Facebook's own employees have criticized the anti-Apple campaign and the EFF has called Facebook's efforts to get Apple to drop the privacy changes "laughable."

Article Link: Mobile Ad Companies Form 'Post-IDFA Alliance' to Navigate Upcoming App Tracking Transparency Changes

We're where we are because of the 'make money at any cost..' mentality of many in industry as well as the utter uselessness , unless a camera or election is at hand, of our 'public' (Ha!) 'representatives ' (Ha...Ha!).

 

[lederermc]

It is interesting that the Alliance assumes that people don't want to be tracked. That is: they are currently doing something they know people don't want them to do. Screw them.

 

[Labeno]

Yeah, but if ad revenue goes down, apps will have to find another source of income in order to survive. Right now is very expensive and hard to get a good roi when advertising in networks like AdWords. Without tracking it’s going to be even harder, companies will most likely have to purchase less ads. So apps will have to offer less free content and implement even more in-app purchases to survive.

I don't think I see this as a problem. One man companies have created amazing software and one person doesn't need billions of dollars in ad revenue just to scrape a living. Facebook is just a few apps with a few hundred thousand employees. This is not efficient, it seems greedy.