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Apple will soon change mobile game and app advertising to support privacy and the move can drastically change the game industry, Consumer Acquisition states.
Apple plans to retire the use of the Identifier for Advertisers (IDFA) which gathers data on mobile users downloading an app or game in response to an ad. The algorithm allows game developers to measure the efficiency of their advertising campaigns.
Apple was expected to release the update with iOS 14, but they eventually decided to delay the change until early next year.
“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," wrote Apple. "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."
Apps will have to ask users for permission to collect and share data, and if you do the math, very few people will give permission directly. Some specialists believe that games will switch to a broader kind of advertising and, what is more, ad rates could fall resulting in more profits. One the other hand, it will be difficult for developers to study the habits of anonymous users which will definitely damage mobile advertising measurement, mobile marketing, user acquisition, and other important metrics that affect games' profits.
What do you think about the changes? How will developers adapt to new rules? You can learn more with an extensive look into the change from VentureBeat.
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