MMA IDFA Study - LP | AppsFlyer
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AppsFlyer & MMA IDFA Study

Apple, IDFA and iOS14: New Challenges, New Opportunities for Marketers

In June of 2020, Apple announced that with the introduction of iOS 14, new privacy features would include consumer opt-in for permission to track. The rule requires apps to get explicit consent from consumers to access the device’s Identifier for Advertisers (IDFA) and transmit data to third parties. AppsFlyer partnered with the Mobile Marketing Association to survey marketers about the implication of these privacy related updates to their business outcomes.

Get the studyskadnetwork-ios-14

Prepare for iOS 14

Key findings within the study: ⠀⠀⠀⠀

Marketers have varying degrees of familiarity with Apple’s new protocols for tracking that will be implemented with iOS 14 (IDFA). Thirty-seven percent have little to no understanding of the new protocol

The majority of marketers expect a negative impact of these changes on their capabilities. They expect to lose around 50% of identifiers under the new opt-in protocol with targeting, measurement and attribution the most challenged.

Many marketers are not sure how to approach the upcoming changes, especially when it comes to adopting Apple’s SKadNetwork and are also not sure if their mobile attribution providers can tackle the new challenges.