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Let’s talk about iOS 14, IDFA and tracking.
Last week Apple announced that IDFA would be unavailable for a lot of users in iOS 14 by default. More broadly, tracking of any sort requires a user to opt-in.
The industry panicked.
Thread (1/x)
Last week Apple announced that IDFA would be unavailable for a lot of users in iOS 14 by default. More broadly, tracking of any sort requires a user to opt-in.
The industry panicked.
Thread (1/x)
iOS 14 simply enforces some of what GDPR (and CCPA) has already mandated.
The difference between regulation and blocking is that you can't talk or work your way around it.
In iOS 14, unless the user taps a button, you can’t get the IDFA. End of story.
The difference between regulation and blocking is that you can't talk or work your way around it.
In iOS 14, unless the user taps a button, you can’t get the IDFA. End of story.
For anyone panicking - THIS IS HOW IT SHOULD HAVE BEEN ALL ALONG!
Either a user has explicitly opted in to tracking (and Apple has just made you a nice nifty consent dialog)
OR you shouldn’t be transporting consumer data off the device
Either a user has explicitly opted in to tracking (and Apple has just made you a nice nifty consent dialog) OR you shouldn’t be transporting consumer data off the device
“Ah, but we don’t use IDFA, we use <XYZ>.”
It doesn’t matter. You’re still tracking.
Apple has set the gold standard for user consent in iOS 14, and while they can only actively block IDFA, the rules are clear that it applies to all user identifiers.
It doesn’t matter. You’re still tracking.
Apple has set the gold standard for user consent in iOS 14, and while they can only actively block IDFA, the rules are clear that it applies to all user identifiers.
So where do we go from here?
Many companies are going to have to innovate to respond to iOS 14
Some companies will fight to keep the status quo
Others will innovate towards a future state that respects user privacy
This second group will be set up for the next 10 years.
Many companies are going to have to innovate to respond to iOS 14
Some companies will fight to keep the status quo Others will innovate towards a future state that respects user privacyThis second group will be set up for the next 10 years.
