Photo: Justin Sullivan (Getty Images).
To quickly summarize, the idea of Apples so-called “AppTrackingTransparency framework”– or just ATT for brief– is to give users control over the quantity of data that the apps on their phones are allowed to hoover up. Probably, the juiciest piece of data that users are getting control over with the upgrade would be their phones advertising identifier, or IDFA. Weve covered the IDFA in depth before, but in a nutshell, its a string of characters that recognizes your particular phone throughout all of the apps that you utilize. Being able to gain access to this particular ID does not just allow advertisers to track you from app to app, however in tons of other methods.
Facebook, for its part, is sort of fuzzy on how small companies will be affected (besides some unclear definition of badly). Now that theres actual information coming out about what ATT entails, its appearing like even Facebooks own advertisers arent too worried about the actual impact thats coming down the pike.
Per MacRumors, the 14.4 update must be publicly released in January or February of 2021. It looks like Facebook– and the rest people– will be seeing those impacts soon enough.
A user with beta access to the upcoming iOS 14.4 upgrade shared a screenshot on a MacRumors forum revealing the NBA authorities app asking to track their activity across non-NBA apps and sites. To briefly summarize, the idea of Apples so-called “AppTrackingTransparency framework”– or simply ATT for brief– is to offer users manage over the amount of data that the apps on their phones are enabled to hoover up. Being able to gain access to this specific ID does not just enable marketers to track you from app to app, however in loads of other methods.
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Of all the privacy-preserving goodies Apple promised to roll into the iOS 14 upgrade, its so called “Tracking Transparency” signals were probably the most controversial, stimulating enough pushback from fellow tech giant Facebook that the feature wound up being postponed past its original autumn deadline.
Weve pointed out prior to that outside of Instagram, WhatsApp, and its flagship blue app, Facebook likewise has an external “marketing network” that siphons off bits of consumers phone information through non-Facebook apps in order to let those apps users get retargeted throughout Facebooks myriad platforms.
Now its looking like Apples waited enough time. A user with beta access to the upcoming iOS 14.4 upgrade shared a screenshot on a MacRumors online forum revealing the NBA authorities app asking to track their activity throughout non-NBA apps and sites. In the adjustable great print that accompanies these tracking prompts, the NBAs app keeps in mind that itll use this information to provide “a much better and tailored ad experience”– whatever that indicates.
Per MacRumors, it likewise looks like some folks using older versions of iOS 14 have actually also started getting these signals on particular apps, albeit “rather inconsistently.”.
Naturally, a lot of advertisers were a bit peeved at the idea that Apple would be siphoning off their data supply. And the face of this peeved party, paradoxically enough, was Facebook. Weve mentioned before that beyond Instagram, WhatsApp, and its flagship blue app, Facebook also has an external “marketing network” that siphons off tidbits of consumers phone data through non-Facebook apps in order to let those apps users get retargeted throughout Facebooks myriad platforms. Losing access to the IDFA, in specific, suggests that this Ad Network is losing a load of important customer data, which indicates Facebook, in turn, is losing ad dollars that were traditionally utilized to target that information.
That said, I believe we can all concur that as far as companies go, Facebook isnt really the most supportive gamer. This is most likely why its tactic over the previous couple of months has been hamfistedly telling us that the ATT update has the potential to cripple the small companies that count on its ad platform for their daily work. Since August, weve seen this message presented on press calls, business blog posts, and– since recently– 2 full-page newspaper ads.