Earlier this week, Apple revealed a major update to their “Limit Ad Tracking” setting in the forthcoming iOS 10. This update will give iPhone users greater control over their “Identifier for Advertising” (IDFA), specifically as it relates to what is shared with advertisers. In its current form (iOS 9 and earlier versions), when turned on, Limit Ad Tracking sends developers and advertisers the user’s IDFA and a flag indicating that the user does not want ads targeted based on their locations or behaviors. However, and this is an important distinction, under Apple’s Developer Terms, IDFAs are still accessible to advertisers…..
About a month ago, Facebook announced they will no longer allow advertisers access to device-level reporting. Specifically, advertisers won’t be able to get access to the device IDs of users found through Facebook ads. While this is a big change for advertisers using those IDs directly, there’s an important distinction that some commentary seems to be missing. Mobile Measurement Partners—like Fiksu and many others—will still be able to use device IDs for measuring LTV and reporting aggregate data on Facebook campaign performance. That means clients will continue to receive the same mobile ad attribution, complete event tracking, LTV measurement, and…..
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…..