A group of six advertising companies have formed an alliance to help app developers and advertisers navigate the privacy changes in iOS 14.
In iOS 14.5, Apple will make a significant change in the area of data protection. The so-called App Tracking Transparency (ATT) is a new feature that requires apps to obtain the user's permission before tracking them across other apps and websites. Now VentureBeat is reporting on a new alliance. is called it in the report:
Apple's decision to prioritize user privacy over targeted advertising has the advertising and mobile games industry worried. So much so that adtech firms have formed a new alliance to address the concerns of mobile marketers and app publishers... The alliance includes mobile marketing firms Liftoff, Fyber, Chartboost, InMobi, Vungle and Singular. It represents a broad spectrum of companies relevant to the mobile advertising industry. However, not all mobile marketing firms are represented yet, and app and game publishers are not yet included.
Mark Ellis on ATT function: “To support transition and maintain success”
Liftoff CEO Mark Ellis reportedly stated that the upcoming changes represent a "significant" shift for the industry and that the group brings expertise to help markets "navigate this change seamlessly." The group does not work with Apple and has no contact with the company. Interestingly, Ellis explained that the alliance does not care about revenue:
I'm not worried about a drop in revenue - our perspective is that if the industry has the right tools and resources, we'll see that marketing on iOS can be just as effective post-IDFA as it is today. That's why we've joined forces with the Post-IDFA Alliance: to support that transition and help sustain that success.
With iOS 14.5, app developers that use IDFA tracking to personalize ads for users will have to ask users if they want to consent to this, meaning no user can be tracked unless they first agree. Facebook has heavily criticized this move, claiming it will seriously harm small and medium-sized businesses that rely on its advertising services to generate revenue. (Photo by KanawatVector / Bigstockphoto)
