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Apple will soon fully release iOS14 out into the wild. Its impact on digital advertising will be huge. So much so, we wrote this mammoth piece about everything we at Nara Media know so far.

Disclaimer: The following information presented is correct to the best of our knowledge, and at the time of writing. All our recommendations in this document are subject to change. We will be updating it as more information becomes available. Where we are unsure, we have tried to make it clear.  For more information, please contact us or your media/measurement partners.

This guide was originally posted on the Nara Media blog

1.1 What is changing and why?

Apple has announced new privacy measures will be put in place in iOS14.

Mobile advertising currently relies on the Identifier for Advertisers (IDFA) to track users across apps and services to tie ad impressions to installs and revenue.

The IDFA is opt-in by default. Apple has historically offered people the chance to opt-out before, with their Limited Ad Tracking feature. In iOS14, IDFA will become opt-out by default. Apps will need to gain explicit consent from users to allow them to be tracked and attributed as they are currently (via the IDFA). Adverts will still be shown to all users, whether opted in or out.