Google shares ATT plans for Apple’s IDFA

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 28, 2021, 5:18 AM UTC

Google will not collect and use IDFA on its iOS apps for advertising and won’t display the opt-in prompt for App Tracking Transparency (ATT) for iOS apps.

In preparation of Apple’s IDFA move, to improve iOS campaign reporting, Google has launched a new integration between Google Analytics which includes SKAdNetwork. The company shared a glimpse of its ATT plan, with information detailing its plans for Apple’s IDFA changes.

While revenue impact on publishers from IDFA changes is unclear, Google asked developers and advertisers to update their iOS version of their Google Mobile Ads SDKs. Also, with ATT going live, Google App Campaigns on iOS devices could note reduced engagement and reach.

This could affect Google’s proprietary tracking tool, GAID, which the company uses to measure view-through conversions, particularly on YouTube. Google will also update its App store pages with “nutrition labels” required by Apple.

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