A major change to Apple’s mobile advertising industry is approaching, which is rocking the ecosystem

Apple has made major changes to users’ iPhone settings in the name of privacy, radically changing the way apps track data to create targeted ads.

However, many mobile advertising ecosystems provide clear guidance and communication for Apple to restructure apps to comply with new rules associated with tracking systems known as advertiser identifiers (IDFAs). It states that it has not.

Some have blamed the change, saying it would hurt a small independent player in the ecosystem. Also, if a particular player violates Apple’s guidelines, it’s unclear how that behavior will be discovered or whether it will be expelled from the App Store for violating the rules.

Apple’s changes were scheduled to begin earlier this fall, but were postponed to give app makers more time to rebuild their advertising system to be compliant, but previously user phones. The user opens the app with a privacy option that was buried deep inside.

With this change, iPhone users will see a pop-up window in each app. The pop-up alerts the user that the app is tracking data for advertising purposes and gives the user the option to block the app from tracking. For example, in the case of Facebook, you’ll see “Facebook wants permission to track you across apps and websites owned by other companies,” with the option to allow tracking or require apps not to track. There is. App owners also have a few languages ​​that they can adjust themselves, but the area for doing so is limited.

A concern among app makers is that many users turn off the app’s ad tracking feature when a pop-up alert appears, and advertisers effectively target and measure ads and their effectiveness on the iPhone. It’s about exploding the business model that enables you. Facebook has already warned investors in August that this change could reduce audience network revenue by 50%.

Apple’s reaction to change was at best awkward. According to a recently published survey by marketing industry group MMA Global and mobile attribution company AppsFlyer, 37% of respondents based on industry group membership claim that they understand little or no IDFA rules. I am.

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