Google to Stop Collecting Advertising Identifiers in iOS Apps in Response to iOS 14’s Upcoming Tracking Prompt

Apple will soon require iPhone, iPad, and Apple TV app developers to request permission from users to collect their random advertising identifier (known as the “Identifier for Advertisers” or “IDFA”), which advertisers use to deliver personalized ads and track how effective their ad campaigns were.

In response to this upcoming change, Google today announced that it will stop collecting IDFAs for the “handful” of its iOS apps that currently use it for advertising purposes once Apple’s new policy goes into effect. As a result, Google said it will not need to show Apple’s tracking permission prompt in its iOS apps.

Google also said that app developers may see a “significant impact” to their Google ad revenue on iOS after Apple’s new policy takes effect.