Apple releases a App Tracking Transparency (ATT) privacy explainer video

Apr 27, 2021 | Digital Marketing, E-commerce, Omnichannel Marketing

Apple Release Incendiary ATT Explainer Video. Some of the language used around advertising techniques & tracking includes “Your information is for sale…”, “You have become the product…” & “Without your knowledge or permission”

Apple Release App Tracking Transp
Headshot of Perry, Creative Director at Ten Four

Written by Jamie
Our Chief Digital Strategist

4 Mins Read

This week Apple began to roll out their iOS 14.5, iPadOS 14.5 & tvOS 14.5. Along with a host of software updates comes the roll-out of the ATT (App Tracking Transparency) framework, most of the framework won’t have an impact on Apple device users but it has huge ramifications on advertisers.

Apple has released an explainer video designed for Apple consumers explaining the purpose of the ATT prompt that users may see if an advertiser and or app/web developer requested the IDFA (Identifier for Advertisers) which is used to track and target users based upon a variety of personal attributes and activities online.


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What to expect immediately when Apple enforces its prompt with the release of iOS 14.5

And advertising platforms such as Facebook & Google begin to roll out their own protocols to work with the changes:

  • Expect immediate changes to reporting (app and web): The following reporting changes will go into effect on the day Apple enforces its prompt:
    • 1-day click-through opt-out data will be modelled.
    • 7-day click-through and 1-day view-through attribution settings will no longer include iOS 14.5 opted-out events.
    • Action and demographic breakdowns will be impacted & deprecated for offsite events.
    • Attribution setting default will change to a 7-day click-through for newly created ad sets and web event campaigns.
    • 28-day click-through, 7-day view-through, 28-day view-through attribution settings will be fully deprecated along with the Comparing Windows feature.
    • Attribution methodology change.
    • iOS 14.5+ mobile app install campaigns attribution will switch to a new model

What to expect in the following weeks:

  • Expect performance fluctuations: As we see the adoption of iOS 14.5 continue to increase, we may see a greater impact on delivery and reporting, resulting in performance fluctuations and increased CPAs.
  • 100% AEM rollout to campaigns using web events, this requires immediate action to advertisers accounts, domains and properties. Your Ten-Four contact can advise you on our iOS 14.5 audit & solutions package if you are unaware of the above and require assistance. Failure to prepare could see: 
    • Inaccurate advertising campaign KPI optimisation
    • Potential pause on all advertising on unverified properties
    • Pausing of legacy adverts that are not set for the AEM updates
    • 72-hour lockout on attribution configurations (ensure setup is done correctly the first time around!)
  • Audience targeting efficacy will decrease and will be smaller: As more people upgrade to iOS 14.5, opted-out users will automatically be excluded from certain targetable audiences, which will result in a decrease in audience sizes.

How Ten Four have been preparing for these changes & how we can help you: 

Our team at Ten Four aim to maximise the continuity of data to these advertising platforms via alternative tracking methods and increase the efficacy of the algorithms by taking advantage of server-side reporting to Facebook and other marketing platforms through our proprietary data pooling, modelling, and automation tools. 

Schedule a call with us today to discuss how your business can benefit from our expertise

In this dynamic time, we expect future changes and new product iterations, and will continue to proactively communicate our guidance and help you navigate these shifts.