Apple has recently announced a big update on its iPhone’s operating system that allows users to choose whether they would let applications access their devices. However, on Tuesday, the tech company announced that the supposed upgrade will be delayed until next year.
The tech giant said that users will have an option to let a software track the identifier connected on their device when opening the app for the first time. It will be like a consent form wherein users can choose whether they would want to be tracked or not. The identifier called IDFA is usually used by advertisers to monitor the performance of the ads and to better target ads to iPhone users.
However, the changes that will be made will affect tons of advertisers, including Facebook. Apple has expected that most users will be choosing to opt-out to let developers track their devices. If developers have less access to the device identifier, chances are that their ads will also be targeting fewer people.
According to the CNBC report, “Less access to the device identifier is likely to have major implications for mobile advertising. Facebook recently said it’s ‘seen more than a 50% drop in Audience Network publisher revenue’ after individual targeting was removed.”
The iPhone maker has decided to delay its plan until 2021 to let such developers as Facebook to adjust and find alternatives.
“We are committed to ensuring users can choose whether or not they allow an app to track them,” Apple wrote on its blog. “To give developers time to make necessary changes, apps will be required to track users starting early next year.”
Apple cleared out that it is not an attack on the industry of advertising but a part of the main goal to provide better privacy protections to its users. Therefore, advertising companies have to look for alternative ways to run on iPhones. Although Apple has “SKAdNetwork” that is its own ad measurement service, it will not suffice the desired data of the advertisers.