Apple has delayed one of iOS 14’s most controversial new privacy features: opt-in consent for consumers to opt in to Track, a rule that requires apps to get users’ consent to access a device’s identifier for advertisers (IDFA) and transmit that data to third parties.
Publishers live for shock and sigh for it
Apple announced its deprecation of the IDFA at its developer conference earlier this year. It immediately set off alarms among mobile marketers. Facebook said the change could “significantly” impact its Audience Network revenue for iPhone. Sister company Instagram complained very publicly about the damage the change would do to mobile advertisers and publishers.
About 60% of consumers were heard. So, mindful of the potential financial hardship this would cause mobile publishers and developers, Apple announced in a blog post that it would delay the implementation of opt-in tracking consent until next year “to give developers time to make the necessary changes.”
About 60% of consumers it’s unclear what exactly that is france whatsapp number data an opt-in incentive, some form of alternative ID resolution?
While some mobile marketers have audibly gasped at the delay, the pause may only be temporary.The most challenging aspect of the opt-in consent feature is the language Apple has specified, which may scare off many iPhone users.
While there is some customization possible and contextual information that publishers can insert, the dialog box explicitly asks for “permission to track you across apps and websites owned by other companies.”
We Ask: How Are Consumers Reacting to iOS 14’s ‘Tracking Permission’?
There has been considerable speculation about the quality prices at reasonable prices reaction to this mandatory screen. We decided to test the main hypothesis, which assumes that most consumers will react negatively. So Search Engine Land conducted a short survey of 520 US adult mobile users via Suzy.
The survey sample consisted of 52% Android users and 43% iPhone users, with the rest unsure or selecting “other.” This is very close to third-party estimates of relative market share in the U.S.
Apple has been trying to market privacy as a feature of the iPhone to differentiate it from Google’s Android. The strategy seems to be working: 33% of people responded that Apple does a better job of material data than Android (28%), while 22% thought the two were about the same; 3% said neither did a good job.
When asked if people knew about the 14 new privacy features in iOS (specifically regarding location and profile privacy), 56% said no, 20% said “I don’t know,” and only 24% said yes. We then asked, “If a mobile app asks to share your data, such as location or device ID, with advertisers, do you agree?” Less than a quarter of respondents (23%) said yes. 39% said no, while 38% said “I need more information.”
