Apple delays privacy features in iOS 14 threatening mobile ad ecosystem

Apple reportedly delays the controversial privacy feature in iOS 14 that requires developers to  ask users for permission to track them and to summarize their privacy information. On Thursday, the company confirmed the delay. 

The changes will go live with iOS 14 but the enforcement of the feature will be early next year. Apple first announced the privacy change, the deprecation of the IDFA, in the WWDC (World Wide Developer Conference) on June 22.

“We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.” Apple said in a statement. Apple also says developers can begin complying with the privacy rule after iOS 14 launch if they want, but it won’t require them to do so until 2021.

Apple published a new page on Thursday explaining the privacy details from data collection to data usage. “On each app’s product page, users can learn about some of the data types the app may collect, and whether that data is linked to them or used to track them. You’ll need to provide information about your app’s privacy practices, including the practices of third-party partners whose code you integrate into your app, in App Store Connect starting this fall,” says Apple on the page. 

Facebook, last week, published a couple of blog posts outlining the potential impact of IDFA depreciation on Facebook Audience Network. The company said it will no longer collect the identifier for advertisers (IDFA) on its own apps for iOS 14 devices. Facebook also acknowledged that the IDFA deprecation will cause a 50% drop in Audience Network publisher revenue because of its limits on targeting and relevancy.