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Apple reported that a change to the iPhone’s operating system might be delayed to the first months of 2021. This change may affect the way Facebook and mobile advertisers monitor their users.
iPhone users who will open an app will initially be provided with an option to let the app access an identifier associated with their device. Mobile advertisers use an IDFA identifier to help them target ads to all kinds of users. It allows them to monitor how well their app work. Advertisers expect that most users will opt-out.
Apple announced that it would update its App Store policies with more info regarding new rules and allow app developers to adjust to these new policies. From a developer blog, Apple said that they want to make sure users can select whether an app can track them or not. Also, they will provide developers enough time to make changes. Their apps much ask permission from users to follow them starting next year.
These changes were initially planned as one of the features of iOS 14, which is the newest iPhone operating system that will be offered this fall. Limited access to the identifier will result in significant problems for most mobile advertising apps.
In a report, Facebook had seen a higher than 50 percent reduction in “Audience Network publisher revenue” when the individual targeting was eliminated.
It is similar to consent forms that are found on sites asking visitors if they agree to track. And as online marketers know that adoption rates are low, this trend will indeed reflect with mobile marketing.
Apple has mentioned that this change is an integral part of protecting consumers and not as a way to assault advertisers. Apple is also using this new privacy features as one of the reasons to use the new iPhone. It was clearly stated in a new iPhone ad that was released this week.
Due to Apple’s updates, many marketers, publishers, and developers are now looking for ways to continue their ad-supported projects minus interruptions and minimal data. Mobile access to the web is now more critical as it allows businesses to connect to their customers. Because of the coronavirus pandemic, more consumers rely on their mobile internet access to purchase their needs, work from home, and connect with their families and friends.