Apple has reportedly told some developers it will delay the implementation of iOS 14’s anti-tracking feature,media reported. In iOS 14, Apple requires apps to seek customer consent before IDFA (advertiser identifier) can be used to track user behavior and preferences for ad targeting purposes on apps and websites.
Mainstream app developers and networks such as Facebook have spoken out against the feature, warning advertisers on its platform that the loss of personalized features for ads in apps could result in a more than 50 percent reduction in online publisher revenue.
Mobile developers have told The Information they have little time to prepare for Apple’s changes — iOS 14, announced in June. Apple also doesn’t offer them a way to target ads without using IDFA.
If Apple eventually postpones anti-tracking on iOS 14, users upgrading to iOS 14 won’t see a drop in sharing their device IDFA with third-party apps.
If Apple decides to delay, the anti-tracking feature may not be available until next year, The Information said.
Apple confirmed it would delay the change until “early next year,” according to a statement provided on TechCrunch.