In June 2020, Apple announced an update to iOS 14 requiring apps to ask users for permission to access Apple’s identifier for advertisers (IDFA) through a prompt called App Tracking Transparency (ATT) framework. We are sharing our recommendations for how you can update your app for iOS 14+ and help protect your ad revenue.
Keep your Google Mobile Ads (GMA) SDK up to date
We encourage you to always keep your GMA SDK up to date in order to take advantage of the latest features and functionality. We regularly release new updates and features to improve performance. To prepare for iOS 14, install the latest Google Mobile Ads SDK for iOS (version 7.64 or later).
Configure Apple's SKAdNetwork
Advertisers will be using Apple’s SKAdNetwork to measure the performance of their ad campaigns and the value they get from advertising in your app. In order for advertisers to identify your app as a valuable source of their ads traffic you will need to configure SKAdNetwork with Google’s Network key. Learn more about configuring the SKAdNetwork.
Decide whether Apple’s ATT prompt is right for your app
As part of iOS 14, you may choose to employ the new ATT framework. We recommend you pay close attention to description text wording and run tests to find what works best for your app.
Some developers may choose to show an explainer message that appears to users immediately before the ATT prompt with details about how user data is used and how users can opt in to personalized ads. If you choose to show an explainer message, you can use Funding Choices to manage your ATT permission and create an explainer message and/or EU user consent message that your users see just beforehand. Learn more about IDFA messages in the Funding Choices help center.
Please note that, for users in the European Economic Area along with the UK, Google’s EU user consent policy continues to apply and should be taken into account in designing any message that precedes the ATT alert.
Safeguard your iOS advertising campaigns
If you also advertise with Google App campaigns, you can learn more about how to prepare for ATT enforcement.
About the SDK instance ID
With the latest versions of the GMA and IMA SDKs, a rotating SDK instance ID is automatically generated for each app to ensure effective delivery, display, and integrity of ads. The SDK Instance ID is unique per app and helps maximize your app’s ad performance.
About the same app key
Version 8.3.0 of the GMA SDK introduces the same app key, an encrypted key that identifies a unique user within a single app. The same app key helps you deliver more relevant and personalized ads by using data collected from the app the user is using. The same app key cannot be used to link user activity across multiple apps.
The same app key is enabled by default, but you can always choose to disable it in your SDK.
Your app users are able to opt-out of ads personalization based on the same app key through in-ad controls. Ads personalization using the same app key respects existing privacy settings, including NPA, RDP, and TFCD/TFUA.
Set up mediation groups based on IDFA availability
For iOS apps, you can now create distinct mediation groups for ad requests with and without an Identifier for Advertisers (IDFA).
When you create a new mediation group or edit an existing mediation group, you can use the IDFA availability parameter to target ad requests based on the availability of the IDFA. Having separate waterfalls can help you test and optimize the performance of ad requests with and without IDFA.
Note: For all mediation groups, we recommend that you use ad network optimization to dynamically adjust your waterfalls based on performance.
If you’re participating in our bidding beta program, you should continue using bidding. Bidding helps ensure your impressions get the highest revenue for both segments of traffic (with and without IDFA) without having to manage separate waterfalls.
Use Google Optimized floors
If you’re using a third-party mediation platform, you can set your ad units to have a Google optimized eCPM floor. This means that Google dynamically sets your floors based on your users’ geographic locations, ad unit’s traffic, and historical data.
With the changes around iOS 14, you may experience eCPM fluctuations. Having Google manage your eCPM floors can help limit the time spent manually adjusting eCPM floors.