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iOS14

Dear Gravite publishers,

You are no doubt already aware of the new Apple iOS 14 update. The update will have a huge impact on the monetization of apps. Apple is introducing a runtime permission to give app users an option to decide about the use of the IDFA (Identifier for advertising purposes). The look and feel of this dialog provided by the operating system does not encourage the user to grant permission to use the IDFA. The industry therefore anticipates a significant dismissal rate.

We have gathered some facts and we would like to make some recommendations for you:

Facts

  • iOS14 is introducing an app-specific runtime permission for using the IDFA (App Tracking Transparency framework), which will replace the global “limit ad tracking” setting of iOS.
  • This will become mandatory with the next iOS version - iOS14.5.
  • The industry expects higher rates of dismissal than before - dismissals between 40-80% are estimated.
  • A larger portion of traffic cannot be monetized with personalized ads.
  • With the updated version of the Apple Publisher Guidelines, it will no longer be possible to limit app functionality when users limit ad tracking.
  • The new runtime permission does not replace a CMP because TCF ad networks require a TCF consent string added to the new runtime permission.
  • Apple has previously introduced the SKAdNetwork framework in order to support the attribution of user acquisition campaigns for apps. Preparing your app may help generate revenue.
  • Since 8th December 2020 the App Store requires publishers to add "App Privacy Details" when updating or submitting apps.

Recommendations

  • Update to the latest stable version of AATKit including updated ad network SDKs.
  • Add App Privacy Details to your app's meta data on the AppStore. For adding the correct App Privacy Details please visit our following documentation.
  • Add the SKAdNetwork framework IDs of the ad networks you want to use into your app's Info.plist.
  • Only apply the following procedure
    • If - at runtime - your app runs under iOS14.5 or higher
    • Otherwise, follow our previous guidelines regarding TCF2.0.
  • Before you ask your users for IDFA runtime permission, present a customized message to the user explaining why you would need to “track” the user in your app. In order to do so and to also benefit from built-in consent management, we highly recommend using an IAB CMP (TCF2.0) that provides customizable first layer messages (such as Google’s Funding Choices).
    • We suggest using a text such as the following:
      Thank you for downloading <app>. We want to offer this app for free, but this means that we have to show ads and therefore rely on your support. Your data will be used to show personalized ads. Please click on “Agree” and then “Allow Tracking”
  • Implement the App Tracking Transparency framework by asking the user for permission to be tracked in your app. Again, customize the publisher-specific part of the message for best user approval rates.
    • We suggest using a text such as the following:
      We want to offer this app for free. We rely on ads to do so. Your data will be used to show personalized ads. Please support us by clicking on "Allow Tracking"

List of SKAdNetwork identifiers

Updated