Media industry urges Apple to hold talks over ad tracking changes

Campaign 14 Sep 2020 03:47

The world’s leading media and advertising trade bodies have jointly sent an open letter to Apple chief executive Tim Cook to urge the iPhone-maker to take part in talks about its plans to restrict the way advertisers can track consumers across apps.

The cross-industry Partnership for Responsible Addressable Media sent the letter to Cook today as a first public invitation from the industry to work with Apple since it announced changes to its Identifier for Advertisers (IDFA). 

The IDFA is a random device identifier assigned by Apple to a user’s device. Advertisers use this to track data so they can deliver customised advertising, but the new iPhone software iOS 14 will require users to opt in to tracking, which means that the IDFA will be present only for users that explicitly opt in. The expectation is that the percentage of those users who do opt in will be relatively low.

However, Apple said this month that these changes would be “delayed” until early next year. iOS14 is expected to launch when Apple rolls out its new suite of iPhones and iPads after tomorrow’s Apple September Event, when the products will be revealed. 

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