Beyond IDFA. What is the impact for advertisers?

What happens as a fallout of Apple killing IDFA (Identifier for Advertisers) in the upcoming iOS 14?

Apple will now ask users for permission to let an app track behaviour with this prompt: "XYZ App would like permission to track you across apps and websites owned by other companies. Your data will be used to deliver personalised ads to you" Options - Allow Tracking/ Ask App Not To Track

It is not surprising that current industry estimates point to only UPTO 20% of customers opting in. This affects the entire ecosystem - mobile app owners, app acquisition and retention, app install campaigns, attribution, mobile measurement partners, CDPs, mobile DSPs... all are rethinking how the business of identity resolution and mobile app acquisition and usage will work.

Apple's new SKAdNetwork will provide some information without Device ID but will not provide info taken for granted earlier: click-through attribution, real-time data, user level data, data for small campaigns (only after a certain number of conversions have happened).

There's a lot to unlearn and relearn. Data and attribution are hitting very real walls now, and it remains to be seen when Google will follow.

IMage source:Inmobi