Twitter helps advertisers prepare for Apple iOS 14 update

Apple will soon roll out its iOS 14 update which will give users the option to block the Identifier for Advertisers (IDFA) at the app level. Moreover, the update requires apps to ask users’ permission to collect and share data.

Social media platform, Facebook has already taken umbrage to the update citing that personalized ads are beneficial to the user and this change will affect small and medium businesses.

Most recently, Twitter outlined guidelines for advertisers to prepare for the shift.

Excerpts from the blog post.

How Twitter is preparing for Apple’s iOS14 IDFA updates

When Apple begins to enforce the identifier for advertising (IDFA) changes associated with iOS14, using their ATT framework, apps will be required to provide a prompt to people in order to access their device’s IDFA.

In preparation, we have taken steps to support SKAdNetwork, Apple’s proprietary attribution solution, which enables click install reporting aggregated at the campaign or ad group level.

What advertisers should do to prepare?

We currently believe that ATT will largely impact App Install and App Re-engagement products. Here are a few steps we recommend advertisers take ahead of this change:

App Install products: advertisers should work with their Mobile Measurement Partner to ensure they are configured to support SKAdNetwork. Additionally, advertisers should ensure they are adhering to the ad group limit (70 per iOS app) when setting up campaigns for an iOS app. Review the following steps on this page to learn more.

App Re-engagement products: we currently do not see any immediate advertiser action needed at this time.

Impact on measurement and other ad products

We know the launch of these iOS14 features will impact measurement, and specifically, 3rd-party measurement integrations. We will not know the extent of this impact until ATT is launched. We are evaluating several alternative solutions to help advertisers measure ad performance, and will provide an update once we have a path forward. 

We currently do not believe any immediate action is needed at this time for advertisers who leverage products other than our App Installs products. For example, if you are an advertiser that leverages website, video, and awareness products, no action is needed as of now. We will continue to share updates if this changes.

Twitter’s approach to prompting iOS14 users

We are currently planning a phased rollout of Apple’s ATT consent prompt to people with iOS14 devices. We want to get the design, timing, and experience of the consent prompts right to ensure people on Twitter understand the scope of the new controls and the value exchange associated with their choice.