The mobile advertising industry has been in a state of uncertainty ever since Apple’s announcement of its intention to radically reshape its approach to user privacy by deprecating IDFA tracking.
Apple announced on its special April 20th online event that iOS 14.5 will begin rolling out the week of April 26th. It appears that we are now only days or weeks away from these much-discussed changes to the mobile advertising landscape becoming reality.
With so many months without clarity on how alternative means of targeting and attribution will work, developers have done what they can to plan ahead. Whenever it finally happens there will undoubtedly be a period of upheaval; we don’t know whether it will be bigger or smaller than expected.
Apple’s move is just the latest in a long list of industry changes that have prompted mobile advertising companies to develop new ways to create and deliver effective ads. Ultimately, Apple’s move could speed up the shift towards more transparent advertising practices.
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