Each Apple device has an IDFA (Identification for Advertisers) code that advertisers use to track you. This is how they keep track of you from one app to another and surf the web. Apple planned to get advertisers to ask for permission to use the feature in iOS 14, iPadOS 14 and tvOS 14, but now it says that it will delay the requirement.
When you watch an Instagram video and see an ad for a product, you can tap it to learn more. When you play a game and see an ad for another game, you can click on it to download the suggestion. That’s the goal of the ads, but advertisers need to know when they’ll succeed.
For this purpose, Apple implemented IDFA codes that allow advertisers to identify your device but not you. It’s a balancing act of tracking and anonymity. Companies like Facebook rely on the IDFA code for much of their mobile advertising revenue.
Apple previously announced that developers of apps and games with ads from iOS 14 must show a quick question about permission to provide your IDFA code to advertisers. Of course, developers (who rely on advertising revenue) were not happy and Facebook complained loudly.
Apparently, these complaints worked, at least for the time being. Apple announced in an update that they would delay their plan to require permission. The company is still planning to implement the privacy feature and says it will give developers time to implement the change. As stated in an update by the developer:
We are committed to ensuring that users can choose whether to allow an app to track them. To give developers time to make the necessary changes, apps must be allowed to track users from the beginning of next year.
So while developers can implement the new request dialog when iOS drops if they want, they do not need until sometime in 2021. It seems to strike a balance with giving advertising and developers a chance to adapt while Apple lets its “focus on privacy” to the users.
Source: Apple via The Verge