Apple has postponed the introduction of a new policy regarding IDFA

Advertising companies and application developers took a deep breath. Apple has said it will not introduce new data privacy rules this year.

The company announced its decision with the desire to give more time to developers to make the necessary changes to the code.

Recall that Apple wants the user to be able to indicate when working with each program whether he is ready for his data to be tracked by a specific application or not (i.e. to give access to his unique identifier — IDFA, which allows marketers and developers to track the effectiveness of advertising).

Initially, it was planned that the innovation would come into force simultaneously with the worldwide release of iOS 14. Now it has been moved to the beginning of next year.

The announcement came amid concerns from marketing companies and developers. Their essence is that users in their mass will refuse to share data. And this will lead to the end of IDFA, and with it transparency in the mobile advertising market, given that Apple’s alternative tool — SKAdNetwork — is in many ways inferior to it.

Moreover Facebook said that Apple’s new policy casts doubt on the future of the Facebook Audience Network on iOS.

Eric Benjamin Seufert, one of the most recognizable and respected marketing experts in the mobile market, wrote that the market as a whole is not ready for the new rules. Developers don’t understand how to work with SKAdNetwork (and some of them don’t understand what it is at all). Advertising networks are not aware of how they will be able to optimize their campaigns. Technical platforms are only implementing Apple SDK support into their toolkit so far and have not tested it properly. Moreover, users who are used to personalized advertising are also not ready, because now they will be spinning random ads.

Also on the topic

• The advertising market on iOS is waiting for shocks. Apple’s “blow” on IDFA is to blame for everythingHow Apple’s new IDFA policy will affect the market: opinions of gaming companies
• Facebook: “We will not collect IDFA from our apps on iOS 14”
• Is there any news?