After Facebook, Google explains the consequences of Apple's privacy policy

 


 

 

 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.

 

 

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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.

 

 

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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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