iOS 14 Apple Privacy Changes: Impacts for Brands & Agencies
Apple has put privacy at the core of its value proposition for consumers. Its previously delayed requirements around device ID opt-ins and announced during World Privacy Day in January that it would begin requiring compliance in Spring 2021 across all Apple hardware — Macs, Apple TVs, Apple Watches, and most salient for the massive growth of mobile usage over the past decade, iPhones and iPads.
Put simply, users will now be given a simple prompt asking them to opt-in to any form of tracking and the sharing of their data (including their device Identifier for Advertisers – the IDFA) on an app-by-app basis. Users who do not opt-in will not have their MAID shared in the bidstream.