According to the British “Financial Times” recently:
Apple plans to launch application tracking transparency rules starting from iOS 14.5. When an application accesses the mobile IDFA, iOS 14.5 will pop up a window to remind the user, providing the options of “Allow Tracking” and “Do Not Allow Application Tracking”. Recently, there are reports that a Chinese technology company is testing a tool called Internet Advertising Identifier (CAID) to circumvent Apple’s application tracking transparency rules. These companies include Baidu, Tencent, ByteDance and other companies.
In response to this, Apple issued a warning: “We found that your application collects user and device information, and created a unique identifier for the user’s device.” Developers must update the application within 14 days to comply with the rules of the Apple Store, otherwise May be removed.
The “Financial Times” report also mentioned that Chinese developers have designed two CAIDs, one is based on the user’s IP address, and the other is based on the telephone IMEI. IMEI is the only device identification number. Apple determined that the collection of both types of information violated privacy regulations.
On Apple’s platform, of course, we must abide by Apple’s rules. I happened to do related work for a few years. What he said may not be in line with popular preferences. Most netizens may be too optimistic, thinking that turning off idfa can protect privacy. In fact, turning off idfa does not protect your personal privacy. When you log in to WeChat, Alipay, Douyin, etc., he has all the information that can be collected for your phone number, name, age, gender, hobbies, and recipient address, and he will continue to collect your behavior , To dig your label. So what does it matter if there is idfa? What should be collected must be collected. Which beauty videos have you watched, which videos you stayed for the longest, whether you like big tits or your ass, Tik Tok may be more clear than you. That being the case, why is idfa so important? Because o CPA or oCPX. After so many years of development, Internet advertising has rarely been billed by click, and billed by the final effect, this is oCPA. For example: You saw an ad on Douyin, which happened to be the dress you put in the JD shopping cart last time, so you clicked on the ad and jumped to JD. After you bought the dress, the ad will be sold as per this ad. Single-number billing. The problem is how did such a complicated logic come out? How does Douyin know that there are skirts in the JD shopping cart? How did JD know that this skirt trade was brought by Douyin’s advertisement? How does Douyin know if JD has sold skirts? This is attribution analysis. IDs are needed for association. Idfa is one of the important IDs. But now Apple allows users not to authorize idfa, and a lot of data can’t be attributed, and the advertising effect will be greatly reduced. Advertisers such as Jingdong Taobao Pinduoduo will find that the same amount of advertising fees will reduce the volume of transactions, which will reduce the advertising budget of this channel. But the performance has declined, and reducing advertising costs will not solve the problem. In this way, advertising platforms and advertisers will be very painful. But there is no way to continue the pain, so various platforms and advertisers have united (including many large companies) to create a CAID together, which means that we manufacturers share the same ID. It is very convenient for everyone to start an advertisement in this way. This way everyone saves money, hello and me. But you think, can Apple agree?