After months of discussions on this topic, Apple has finally released the iOS 14.5 update. This includes a feature dreaded by the online advertising world: an anti-ad tracking feature.
In essence, applications now need to obtain user consent through a dialog box before they can access an identifier called IDFA. However, this identifier enables iOS users to be tracked between multiple apps in order to display relevant advertisements.
Right now, it’s too early to gauge the impact of this new move on revenue for app developers and ad networks. In any case, however, we can expect a decline in these revenues.
Given this situation, some developers might be tempted to offer users rewards that would allow their apps to access the IDFA which could result in more relevant ads to be displayed. However, Apple very quickly banned this practice.
Apple is updating its guidelines
As the BGR website reports, Apple recently updated its “Human Interface Guidelines”. And this new version of the document prohibits developers from offering rewards for soliciting user consent.
“Don’t offer incentives to meet demand. You can’t compensate users for granting them permission, and you can’t deny features or content, or render your app unusable until people allow you to follow them, ”it says.
Apple also prohibits all attempts to manipulate the graphical user interface in order to obtain user consent. “Never precede the warning provided by the system with a personalized messaging system that can confuse or mislead people. Sometimes people type quickly to ignore warnings without reading them. A personalized message screen that uses these behaviors to influence the selection is rejected by App Store Review, ”says the company Cupertino.
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