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@Business.Upside · Posted 25 Jan. 2021

The release of iOS 14, which is expected to start rolling out to Apple devices in mid-September, will likely result in a significant reduction in the availability of device-based IDs to the app ecosystem, the extent of which will depend upon the rate of consumer opt-in to use of the Identifier for Advertising (IDFA). Such IDs are integral to nearly all business activities our industry relies on, including audience segmentation, ad targeting, measurement, attribution, and even privacy choices. Generally, any advertising ID removal materially affects all stages of the digital marketing life-cycle, and the entire business model for publishers, resulting in an average 52% decrease in advertising revenue. App developers will need to think about how they appropriately motivate consumers to opt-in and how they help protect user privacy overall.