Apple announced their AppTrackingTransparency framework, as part of iOS 14, in 2020.
As of April 26th, Apple has officially launched their AppTrackingTransparency framework, as part of iOS 14.5. With that, iOS apps are required to prompt people to track them, according to Apple’s definition of tracking. That is, in order to collect and share data of people who use an iOS app, that app will need to surface an AppTrackingTransparency prompt.
The AppTrackingTransparency framework will impact the broader advertising industry as it will likely lead to a significant decrease in the amount of identifiable users. This can make it difficult to accurately attribute conversions or actions driven by an ad platform. This can also impact ad delivery models, targeting capabilities, and measurement solutions.
We previously shared how Twitter is preparing for these changes. We also shared our information around our prompting strategy. Read more about this and other related AppTrackingTransparency announcements here.
At Twitter, we have long prioritized people’s privacy, and we continue to provide people with control in regards to how we use information and manage their ad preferences.
Product updates for AppTrackingTransparency
For app advertising, we have integrated with SKAdNetwork, Apple’s proprietary attribution solution, which enables click and view-through install reporting aggregated at the campaign or ad group level.
For our other ad products, we are making product changes that will enable reporting and tracking for audiences who have opted into tracking, via the AppTrackingTransparency prompt.
What does this mean for your campaigns on Twitter?
It depends on what type of campaigns and products you use. These changes can affect a variety of different products in different ways.
Read more below, based on the products you use, to understand the impact on your campaigns and how to prepare.