With these changes, Apple’s identifier for advertisers (IDFA – a physical device ID that powers much of today’s mobile advertising) essentially becomes an opt-in feature.
Although the updates were originally set to launch with iOS 14 in September 2020, they were pushed back to 2021. Brands need to act now to avoid it having a significant impact on their business in the new year. Brands that can provide value in exchange for customer data and prove that they can handle that data responsibly will be able to win and keep consumer trust. Brands will also need to start activating and updating their data strategy to account for changes to the ad-tracking landscape. Additionally, new measurement and reporting strategies will be required, so that brands can properly evaluate return on marketing investment once users must opt-in to IDFA.
It’s important for brands to prepare for these ecosystem changes by taking specific steps moving forward. This paper provides guidance to understand both the old operating model and the future state.