Google to stop using IDFA to track iOS usersUnfortunately, Google’s move to stop tracking the IDFA doesn’t mean that Google will stop tracking users that connect via iOS apps. As 9to5Google’s Abner Li comments:
“Of course, Google presumably has other tracking methods, while everything in their stack is technically considered first-party.”Maybe we’ll see what the other tracking methods are in the forthcoming privacy nutrition labels. As of yet, Google’s apps do not have privacy labels but Google assured the public that they are coming with the next update. While the privacy labels have already increased public awareness of how data hungry apps’ privacy policies can be . Still, there are increasingly rumbles from app developers that Apple’s privacy nutrition labels can be inaccurate as companies can claim one thing and actually do another.
Apple’s iOS 14 privacy changes have caused quite a stir among the tech giants. Companies like Facebook have taken particular offense while companies like Google are scrambling to dampen the impact. On Google’s end, the tracking permission prompt is expected to lower expected ad revenues across the board – not just in Google’s first party apps – as users of apps that still track the IDFA deny access when prompted.