The Fiksu Blog

Apple Clarifies IDFA Use for Attribution

In rapidly evolving industries, uncertainty can be a killer — so the introduction of the Advertising Identifier (IDFA) with iOS 6 was a welcome relief. The app marketing industry needed a privacy-respecting, industry-standard way to attribute ad performance, and the IDFA seemed like an ideal answer to an unsettled situation.

Then, the news reports in February cited rejections of some apps who accessed IDFAs but didn’t display ads, throwing the situation back into confusion. Now, as Sarah Perez at TechCrunch just noted, Apple has made some changes to the iTunes Connect agreement that seem to confirm our initial interpretation of the IDFA. The updated agreement asks developers to indicate if they are using the IDFA to:

  • “Serve advertisements within the app
  • Attribute this app installation to a previously served advertisement
  • Attribute an action taken within this app to a previously served advertisement”

The last two are precisely what the app marketing industry needs: Apple’s tacit acknowledgement of IDFA use cases that address ad performance measurement, both for initial installs and through to deeper monetization actions.

Exactly how Apple will act on these use cases remains to be seen, but we’re cautiously optimistic that this clarification will further cement the IDFA as the single standard for ad attribution in the iOS ecosystem.

We welcome your thoughts in the comments below.

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