When Apple announces the new iOS 14, analysts predict risks for the advertising industry.


Now, after the release in September 2020, all apps installed with the App Store must explicitly get the user’s consent on whether they agree to “share” (that is, provide data about themselves) with advertising platforms (that is, first of all, analytical databases that accumulate data about the client).




In order to assess the importance of what is happening, let’s analyze the current system for purchasing ads on Apple mobile devices.


Question: what does the user care about all these purchases and what does this have to do with practical digital side effects for specific consumers?


Let’s assume that most users are tired of advertising offers from various companies after surfing the Internet (especially after accidentally clicking a banner in a mobile browser)…

Now iOS has a so – called IDFA-an identifier for advertisers that guides marketers on the effectiveness of campaigns.


And how does it work?

  • the app developer launches a campaign (to search for and” purchase ” users);
  • a click on an ad is determined by the developer’s mediator (advertising partner) using IDFA as the final action (installing the program or clicking a link) on a specific device;
  • this way you can find out which ad network worked;
  • at the same time, it helps you determine spending within the app and how it relates to your ad campaign;
  • allows you to give information in advertising networks about the preferences of a specific IDFA identifier.

In connection with the appearance of a choice to provide information about yourself – this is a strong blow to the mobile advertising market, which will lose stability and relative transparency acquired not so long ago.


For Internet marketing, the main question in this situation is how to conduct preliminary audience checks as part of scaling various types of promotions and companies…


However: everything is not so clear. Apple has in its stock a tool that “cares about the security of personal data” – this is SKAdNetwork, a framework for mobile attribution (the company’s introduction of such measures is a concern for privacy).


In other words, despite these changes in the ad ID system, you can still use SKAdNetwork to find out the following information:

– which ad worked;

– exactly how it worked (including getting conversions, data about repeated downloads, the app that is the traffic source, and other related data).


At the same time: there is no user geolocation, gender segmentation, and other nuances.


This puts all advertising partners on an equal footing (Google, Facebook, and everyone else). They all get the same information from Apple…


Of course, the possibility of using data from already installed apps is not excluded.this is where Apple can coordinate its innovations and adjust them as it sees fit.

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