The new conditions of use of the App Store introduced by Apple at the
end of last year for publishers are not without consequences. This time
it's Google who explains how the company intends to comply.
Apple
is now forcing developers to show more transparency by indicating
precisely what user data is being returned to them and for what purpose.
This device is mandatory and the company will not accept any updates if
the developer refuses to comply.
read also: Google threatens to withdraw from Australia to avoid paying content publishers
Less performing ads
Before the entry into force of this new
policy, Google had updated a slew of applications in December 2020 in
order to prepare as best as possible thereafter. In a blog post, the
Mountain View firm explains the changes implemented.
One of the
main 'problems' concerns the IDFA or Identifier for Advertising. The use
of the latter is now in the hands of the users who must authorize its
access in an active way (in opt-in). Several tests have been carried out
showing that they would not authorize its use, which therefore makes
targeted tracing more difficult.
Christophe Combette, Manager within the Google Ads division explains:
Changes to Apple's ATT (NDRL: App Tracking Transparency) will reduce the visibility of some key metrics showing ad conversion performance (such as number of installs and sales) and affect how advertisers evaluate and invest in ad impressions
The man thus affirms that this new policy is not without consequence and
adds that the revenues of the publishers of applications can be greatly
reduced. For this reason, Google encourages them to update the Google
Mobile Ad Development Kit to version 7.64 within their applications.
In
this version, Google integrates the SKAdNetwork device developed by
Apple. Concretely, the advertiser will be able to retrieve data relating
to its advertisements, for example if a user clicks on a banner
promoting the download of an application on the App Store. However,
Apple will only return the conversion rate and campaign ID to the
advertiser, but no user or device data.
read also: Google Docs now allows you to open your Microsoft Office documents on iOS
Google wants to work with Apple
If Google recognizes that Apple's
changes will affect publishers' revenues, the company itself will
withdraw use of IDFA for all of its apps published on the App Store.
Google
intends to collect feedback from publishers using the Google Ads SDK
within their applications. The company wants to help Apple make
SKAdNetwork more efficient while offering the user the same level of
privacy.
The company also recalls that it works on Privacy
Sandbox, a similar device for the Web. However, it is not known whether
Google will withdraw the use of IDFA in its applications on Android.
Source : Google
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