Apple delaying controversial iOS 14 ad anti-tracking feature
Apple has confirmed it is delaying the rollout of the controversial ad anti-tracking feature in iOS 14 that would ask users whether they consent to being tracked across websites and apps for ad targeting purposes.
When enabled, iOS would give users the ability to allow or reject that tracking on an app-by-app basis. In a statement to TechCrunch, Apple said “We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.”
The update comes after Facebook publicly criticized the new anti-tracking feature, saying it could see ad revenue drop as much as 40%, with publishers sharing the same fears.
We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.
A report from The Information claims the decision was made to delay the feature following feedback from developers.
There are signs that Apple has heard concerns from developers and advertisers. Since announcing the IDFA change in June, Apple’s App Store team has asked a handful of gaming firms, including Activision Blizzard, Tencent-owned Supercell, and N3twork, to share how the change will impact their businesses, according to people familiar with the talks.