Apple’s upcoming App Tracking Transparency (ATT) policy will require developers to ask for permission when they use certain information from other companies’ apps and websites for advertising purposes, even if they already have user consent. Today we’re sharing how Google is helping our community prepare, as we know that developers and advertisers in the iOS ecosystem are still figuring out how to adapt.
Preparing your app for iOS 14
Apple’s ATT changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their Google ad revenue on iOS after Apple’s ATT policies take effect. To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support. Learn more about how app publishers can prepare.
Measuring ad performance on iOS 14
We’re working with the industry to give Apple feedback on how to further improve SKAdNetwork so advertisers can measure their campaign results accurately on iOS 14. In the meantime, we encourage app advertisers to upgrade to the latest version of Google Analytics for Firebase for new features like SKAdNetwork support. We also encourage advertisers to monitor the performance and delivery of all iOS App campaigns closely and, if necessary, make adjustments to budgets and bids to achieve their goals. Learn more about how app advertisers can prepare and tune in to our Learn with Google education series for ongoing guidance.
Advertisers running Display, Video and other campaigns promoting web-based conversion goals may see performance fluctuations as Apple’s ATT policies go into effect. During this time, we will be expanding modeled conversions to more iOS 14 traffic.
How we’re complying with ATT
When Apple’s policy goes into effect, we will no longer use information (such as IDFA) that falls under ATT for the handful of our iOS apps that currently use it for advertising purposes. As such, we will not show the ATT prompt on those apps, in line with Apple’s guidance. We are working hard to understand and comply with Apple’s guidelines for all of our apps in the App Store. As our iOS apps are updated with new features or bug fixes, you’ll see updates to our app page listings that include the new App Privacy Details.
At Google, we’ve always put users and their privacy first. Transparency, choice and control form the bedrock of our commitment to users, and advertising is no different. We remain committed to preserving a vibrant and open app ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected. That’s why we’ll continue to invest in privacy preserving technology ― including aggregated and on-device solutions ― like what we’re developing for the web, along with ecosystem partners, in the Privacy Sandbox.
