Google to Stop Collecting Advertising Identifiers in iOS Apps in Response to iOS 14's Upcoming Tracking Prompt

Apple will soon require iPhone, iPad, and Apple TV app developers to request permission from users to collect their random advertising identifier (known as the "Identifier for Advertisers" or "IDFA"), which advertisers use to deliver personalized ads and track how effective their ad campaigns were. Specifically, users will be presented with a prompt to allow or deny tracking as necessary when opening apps on iOS 14, iPadOS 14, and tvOS 14, as part of Apple's App Tracking Transparency ("ATT") policy.

nba app tracking transparency prompt ios 14 4
In response to this upcoming change, Google today announced that it will stop collecting IDFAs for the "handful" of its iOS apps that currently use it for advertising purposes once Apple's new policy goes into effect. As a result, Google said it will not need to show Apple's tracking permission prompt in its iOS apps.

In a blog post, Google said that app developers may see a "significant impact" to their Google ad revenue on iOS after Apple's new policy takes effect:

Apple's ATT changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their Google ad revenue on iOS after Apple’s ATT policies take effect. To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support.

Google has a support document with more information on how developers can prepare.

Apple has also required developers to fill out a privacy label when submitting new apps and app updates to the App Store since December 8. Google added that it is "working hard to understand and comply with Apple's guidelines" for all of its apps in the App Store, and ensured that its iOS apps will be updated with privacy label information as necessary when new features or bug fixes are introduced. Many of Google's most prominent iOS apps have yet to display this privacy information, including the main Google app, YouTube, Gmail, Chrome, and others.

Facebook has criticized Apple's new policy, claiming that it will hurt small businesses who benefit from personalized advertising. In response, Apple said users deserve transparency and control. "We believe that this is a simple matter of standing up for our users," said Apple, adding that "users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not."

Top Rated Comments

macsplusmacs Avatar
6 weeks ago
And it pained them to NO END to do this.

Thank you Apple!
Score: 44 Votes (Like | Disagree)
iGeneo Avatar
6 weeks ago
This is why i will stick with Apple
Score: 39 Votes (Like | Disagree)
Doctor Q Avatar
6 weeks ago
It's pretty much an admission by Google that users don't want this type of tracking. Otherwise, Google would live with the prompt.
Score: 33 Votes (Like | Disagree)
justperry Avatar
6 weeks ago
I have a hard time believing Google, they don't give up ad revenue that easy, there must be a catch.
Might have found another sneaky way...
Score: 33 Votes (Like | Disagree)
MauiPa Avatar
6 weeks ago
That is funny. It is OK to do, as long as no one knows you are doing it? Definition of sleaze. On the otherhand, it is a good thing that google is dong this, regardless of the reason. Maybe they have seen the error of their ways and are becoming a better corporate citizen. Oh, I can't stop laughing. My apologies to anyone else who is laughing so hard they can't stop
Score: 18 Votes (Like | Disagree)
cal6n Avatar
6 weeks ago
To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support.
Does this translate as "We have found a way of tracking iOS users that "technically" we don't need to declare"?
Score: 15 Votes (Like | Disagree)

Top Stories

bloodoxygenapplewatch

Apple Watch Series 7 to Gain Breakthrough New Health Feature

Friday March 5, 2021 5:34 am PST by
Apple is reportedly planning to bring a new, first-of-its-kind health technology to the Apple Watch Series 7, in what could be a breakthrough for managing conditions such as diabetes more easily. According to a recent report from ETNews, the Apple Watch Series 7 will feature blood glucose monitoring via a non-invasive optical sensor. Measuring blood glucose levels, also known as blood...
apple transfer google photos 1

Apple Launches Service for Transferring iCloud Photos and Videos to Google Photos

Wednesday March 3, 2021 12:04 pm PST by
Apple this week introduced a new service that's designed to make it quick and easy for iCloud users to transfer their stored photos and videos to Google Photos. As outlined in an Apple support document, you can go to Apple's privacy website and sign in to see the "Transfer a copy of your data" option. If you select this and go through all the steps, Apple will transfer your iCloud photos and ...
imac pro featured black

Apple Confirms iMac Pro Will Be Discontinued When Supplies Run Out, Recommends 27-Inch iMac

Saturday March 6, 2021 7:33 am PST by
Apple on late Friday evening added a "while supplies last" notice to its iMac Pro product page worldwide, and removed all upgrade options for the computer, leaving only the standard configuration available to order for now. We've since confirmed with Apple that when supplies run out, the iMac Pro will no longer be available whatsoever. Apple says the latest 27-inch iMac introduced in August...
Oled iPads and MackBook Pro

OLED 10.9-Inch iPad Rumored for Early 2022, 12.9-Inch iPad Pro and 16-Inch MacBook Pro Could Follow

Thursday March 4, 2021 8:37 pm PST by
Earlier today, DigiTimes shared a preview of an upcoming report claiming that Apple is working on both iPad and Mac notebook models with OLED displays that could launch starting in 2022. The full report from DigiTimes is now available, and it includes several new alleged details about Apple's plans. According to the report, the first of these devices to adopt an OLED display is likely to be...
apple products refurbished store banner

Class Action Lawsuit Over Apple Providing Refurbished Replacement Devices Proceeding to Trial in August

Friday March 5, 2021 9:53 am PST by
Initially filed in 2016, a class action lawsuit that accuses Apple of violating the Magnusson-Moss Warranty Act, Song-Beverly Consumer Warranty Act, and other U.S. laws by providing customers with refurbished replacement devices is set to proceed to trial August 16, according to a notice this week from law firm Hagens Berman Sobol Shapiro LLP. Apple's repair terms and conditions state that,...
iPhone 13 Notch Feature2

iPhone 13 Rumor Recap: Smaller Notch, Larger Batteries, 120Hz for Pro Models, Improved 5G, Wi-Fi 6E, and More

Friday March 5, 2021 8:20 am PST by
While we are likely at least six months away from Apple unveiling the so-called iPhone 13 lineup, rumors about the devices are starting to accumulate, so we've put together this recap of everything that is expected so far. The upcoming iPhone 13 lineup will consist of the same four models and the same screen sizes as the iPhone 12 lineup, according to reputable analyst Ming-Chi Kuo,...
maxresdefault

What's on Your iPhone Home Screen?

Thursday March 4, 2021 10:31 am PST by
Over on our YouTube channel, MacRumors videographer Dan has a new video up where he shares his Home Screen, wallpaper, and all of his current favorite widgets. Subscribe to the MacRumors YouTube channel for more videos. Check out Dan's video to see his setup, and then comment below and show us your own Home Screens. It's always fun to see other peoples' Home Screens, and with widgets and...
OLED iPad Pro and MacBook Pro

iPad and MacBook Models With OLED Displays Rumored to Launch in 2022

Thursday March 4, 2021 8:19 am PST by
Apple plans to release new iPad and MacBook models with OLED displays in 2022, according to industry sources cited by Taiwanese supply chain publication DigiTimes. The information was shared in the site's paywalled "Before Going to Press" section, so there are no further details yet, but the full report should be released by tomorrow. Apple has gradually increased its adoption of OLED...
Top Stories 48

Top Stories: iPhone 13 Leaks, OLED iPads and Macs, New AirTags Evidence

Saturday March 6, 2021 6:00 am PST by
iPhone rumors are heating up, with noted analyst Ming-Chi Kuo this week releasing a wide-ranging report outlining his expectations for the iPhone lineup over the next three years. This week also saw rumors about OLED displays potentially coming to iPad and Mac starting next year, increasing signs of AirTags functionality in iOS 14.5 betas, and more, so check out all of the details below! i...
imac pro while supplies last

iMac Pro No Longer Custom Configurable, Available 'While Supplies Last'

Friday March 5, 2021 10:14 pm PST by
Apple appears to be on the verge of discontinuing the iMac Pro, with the store page for the high-end all-in-one Mac including a "While supplies last" tagline and only the base model with no custom configurations available for purchase. The iMac Pro launched in December 2017, and while there have been a few tweaks to the available configurations over the years, it has received no substantial...