Still the opportunities for stadiums, events and shopping centres can exist as long as the consumer benefits are made very clear. Impact: Increased limitations on location data for advertising.Ĭonsiderations: Developers ensuring that the value exchange for any related advertising experiences are at the forefront.
That means that an app can’t extrapolate your precise location from approximate location data, because you aren’t necessarily at the centre point of that approximate location boundary.
Each region has its own name and boundaries, and the area of the region is not based on a radius from the user as it’s fixed. To achieve the “approximate location” feature, Apple have divided the entire planet into regions roughly 15-20 square km in size. Instead, all they need is a general idea of where you are, which is often enough to provide the same level of service without intruding on users’ privacy to the same degree. Many apps that use location to provide services, such as weather apps and local news apps, don’t need to know your exact location. Summary: iOS 14 and iPadOS 14 will include optional “Approximate Location” controls, a system that prevents sharing an exact location of an iPhone or iPad. The consumer benefits and the value exchange for any related advertising experiences will have to be made very clear. While good for privacy-conscientious consumers, the new notifications will be detrimental for developers that rely on an ad-driven business model and will limit reach and scale for advertisers.Ĭonsiderations: App developers will have to focus building out their own data-related capabilities for buyers and carefully consider the consumer value of any cross-app tracking functionalities. Impact: Apple is lifting Limit Ad Tracking (LAT) functionality from where it’s currently buried within a phone’s Settings menu and calling attention to it at the moment of use, which will likely lead to more people enabling it. This applies to Apple’s own apps as well – and all app developers will have to follow Apple’s AppTrackingTransparency framework. Users, for example, will see just-in-time notifications that alert them when an app wants permission to track them across sites and apps followed by two options: “Allow tracking” or “Ask app not to track”. Via these new app-tracking controls, users will now be able to see what apps they’ve granted permission to cross-track them and revoke that permission at any time. This identifier lets an advertiser build up a profile around you and target you across a range of apps that you use.
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Code in these apps and their ads allow advertisers and data brokers to follow you as you jump between apps by assigning you a unique identifier. Summary: Cross-tracking is a tool advertisers and data brokers often use to glean more information about people, particularly in ad-supported apps. In a market like Australia that has a very high iOS market share these changes need to be reviewed closely by all companies developing apps whether they be paid or ad funded.īelow is a summary of the key changes and considerations for the market. – Users will have the option to only share their approximate location with an app, rather than their precise location and, on the web in Safari, – Apple will alert people to the types of data that an app might collect, – Consumers will be explicitly asked if they are willing to be tracked across apps and sites from other companies, – App developers will be required to report their privacy practices within the App Store so users can view prior to download,
Key changes that the industry needs to be aware of:
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Many of the changes place more control in consumers but will make it more challenging for ad funded apps that are made available for free to consumers. Although not killing off IDFA, Apple at their Worldwide Developers Conference made some major announcements that will impact app development and app ad monetisation.
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