Wednesday, February 17, 2021

Mobile Ad Agencies Form Alliance To Prepare For Apple iOS Privacy Changes

A group of mobile advertising companies have banded together to form the Post-IDFA Alliance, a partnership designed to help marketers and app developers adapt to Apple’s iOS privacy plans. This consists of six agencies including Liftoff, Fyber, Chartboost, Singular, InMobi and Vungle – all of which will be affected by the App Tracking Transparency changes on the upcoming iOS 14.5 update.

IDFA, an abbreviation for Identifier for Advertisers, is a unique, random and resettable device identifier assigned to a user’s iOS device. Advertisers rely on this to track and identify a user (without revealing personal information) in order to deliver customised advertising based on their behaviour as well as interactions with certain in-app event triggers.

As previously reported, Apple will be giving iPhone users the ability and choice to permit or block IDFA tracking in the upcoming iOS 14.5 update, which is already available via its beta release. Users will be able to disable IDFA on an app-by-app basis, where every application on the platform is required to prompt users to ask for their permission for tracking.

Ad companies are predicting that a majority of users will opt out from this, which will heavily impact mobile advertising – at least for iOS devices. This significant change in ad tracking also caused the ongoing stir between Apple and social media giant Facebook, which saw both sides trading blows through various means – often publicly.

As a result, the Post-IDFA Alliance aims to help advertisers and developers by providing tips and best practices. This would ensure effective ads are placed in front of relevant customers and the effectiveness of those ads can still be measured once the iOS changes are rolled out.

According to Liftoff chief executive Mark Ellis, the group plans to offer these through videos, webinars and other materials to help the aforementioned understand how to use data in an “Apple-friendly manner.” Most of these and other relevant resources are available via the alliance’s website, which is aptly named “No IDFA? No Problem” (link provided below).

On a related note, other independent marketing agencies are already offering their services on how to tackle the upcoming privacy changes as well. These include companies such as Adjust, Appsflyer, Tinuiti and many others.

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