What Prompted Apple to Postpone a Feature of its Upcoming iOS 14 Software?

September 08, 2021

Apple shocked the app advertising market when they announced the new update of iOS 14 and its change in the IDFA (The Identifier for Advertisers) which is used to track user’s interactions and behavior across various apps and deliver specific ads based on that behavior and interest., now Apple decided to postpone this feature of the IDFA opt-in module until early next year.

The IDFA change will be in a permission “as a notification” that will appear for the user from a specific app to track his or her activity and interactions with other companies, websites and apps then target them with ads related to their actions as we mentioned.

Therefore, Facebook filed a public complaint that the privacy policy could negatively impact the ad market in Apple’s ecosystem, Facebook has published a public note warning that Apple’s new policy will not only threaten the prospects of marketers and advertisers on the iPhone (including Facebook itself).

But it will raise the question of whether Facebook will continue to support its Audience Network program (which uses IDFAs. Facebook’s main services for app developers and advertisers) on the platform.

So Apple now responds to that, by saying that as long as developers can implement this notification and request for permission, doing so is not a must in the new update. to give developers time to make necessary changes, apps will be required to obtain permission to track users starting early next year.

Taking into consideration that it’s just a temporary delay as Apple intends to establish the requirement in the future, and as long as it’s mandatory, so Apple will grant apps and marketers enough time to adapt to the upcoming change.


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