Every year, Apple introduces new features to protect the privacy of its users. Unlike Facebook or Google, Apple is not financially dependent on online advertising. As a result, the Cupertino company may adopt radical solutions in terms of privacy.

In 2020, Apple launched the Privacy Label on the App Store, which makes it easier for the user to understand which apps personal data will be used by users before downloading the app. Last year, Apple also launched an iOS feature called “AppTrackingTransparency”, which will make ad tracking more difficult for mobile apps.

This innovation should have been launched in 2020. But eventually, to give developers more preparation time, the Cupertino company will not deploy this novelty of iOS until this year.

Currently, the applications you use can easily access an identifier called IDFA, which is like third-party cookies on the web, allowing you to keep track of many apps and websites to make ads more relevant. . This identifier will not go away. However, after the deployment of the iOS 14.5 update, apps will need to obtain your explicit consent (via a dialog box) before using this identifier.

Apple reminds developers about upcoming app tracking transparency enforcement in iOS 14.5 https://t.co/UqPRUYq0sf pic.twitter.com/Ei011Qjqnt

– Apple Site (@AppleSite_) April 5, 2021

At the moment, it is unclear when Apple will update. However, it should be soon. Recently, Apple has also reminded developers of iOS apps that they should be ready for this deployment.

“Make sure your apps are ready for iOS 14.5, iPadOS 14.5 and TVOS 14.5. With the next public release, all apps must use the AppTrackingTransparency Framework to allow users to track or access their device’s advertising identifier . Unless you are allowed to enable tracking to the user, the ad ID value of the device will be completely zero and you will not be able to track them. “, We can read in this reminder from Apple.

Would you agree to follow through IDFA?

Obviously, we expect a good number of iPhone users to refuse tracking when the dialog box requests access to IDFA on their screen. However, according to a recent survey, a good number of users may also agree to follow through… IDFA.

The world of online advertising is currently in a period of uncertainty. However, AppsFlyer, specializing in mobile marketing, remains optimistic.

It measured the rate of positive responses to consent requests from 300 mobile applications that have already adopted Apple’s framework. And according to the company, this rate may be higher than expected.

While many players expect a rate between 2% and 20%, Appsflyer believes it may be higher. “It seems that the activation rate is actually much higher than expected: 41% overall (weighted average, where totals are used) and 28% average per app (where each app has the same weight, whatever its size, Excluding outliers) ‘, We read in his report.

“This is great news for marketers who want to get the most out of their campaigns with more available and agreed-upon data, and for end-users who prefer a more personalized experience and explicitly agree to it. Huh.”, Also indicates appsflare.

Note that if Apple’s new measure is supported by organizations such as Mozilla, it is the subject of fierce opposition from revenue-generating companies through personal advertising on mobile, including Facebook. Furthermore, in France, associations representing the advertising world have seized the Competition Authority in an attempt to block this new measure from Apple.

But the Competition Authority has made a favorable decision for the Cupertino company. “The Authority considers, at this stage, the introduction of ATT (” App Tracking Transparency “), the solicitation does not appear to reflect a misuse of a dominant position on Apple’s behalf, causing inappropriate transaction conditions for developers Happens. Applications “, We can read in a press release.

The latter nevertheless continues to investigate the case, ensuring that Apple will not use this new rule in the context of ad tracking to promote its services.