--- title: What Mobile Marketers Need To Know About IDFA description: Apple announced that it will retire IDFA with iOS 14. Here's what mobile marketers need to know to start developing a new strategy for personalization. image: https://web3growthassociation.com/hubfs/mobile-3918718_1920.jpg --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  COVID-19 and New Monetization Strategies for Publishers](https://web3growthassociation.com/blog/covid-19-and-new-monetization-strategies-for-publishers) [The Best UI and UX Design Trends to Grow Your Mobile App  ](https://web3growthassociation.com/blog/the-best-ui-and-ux-design-trends-to-grow-your-mobile-app) # What Mobile Marketers Need To Know About IDFA ![](https://web3growthassociation.com/hubfs/mobile-3918718_1920.jpg) [Staff Writer](https://web3growthassociation.com/blog/author/staff-writer) Posted Aug 5, 2020 [mailto:?subject=Check%20out%20What%20Mobile%20Marketers%20Need%20To%20Know%20About%20IDFA%20&body=Check%20out%20https://web3growthassociation.com/blog/what-mobile-marketers-need-to-know-about-idfa&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20What%20Mobile%20Marketers%20Need%20To%20Know%20About%20IDFA%20&body=Check%20out%20https://web3growthassociation.com/blog/what-mobile-marketers-need-to-know-about-idfa&utm_medium=social&utm_source=email) [User Acquisition](https://web3growthassociation.com/blog/tag/user-acquisition) [Monetization](https://web3growthassociation.com/blog/tag/monetization) [LTV](https://web3growthassociation.com/blog/tag/ltv) Mobile marketers have been hit hard by the recent announcement from Apple on privacy changes to their IDFA system for mobile advertising. According to a [June 22, 2020 press release](https://www.apple.com/newsroom/2020/06/apple-reimagines-the-iphone-experience-with-ios-14/) from Apple, the new iOS 14 will feature enhanced privacy, more control, and more transparency for users. Some marketers are running around like the head has been cut off an [$80 billion industry](https://www.forbes.com/sites/johnkoetsier/2020/06/24/apple-just-made-idfa-opt-in-sending-an-80-billion-industry-into-upheaval/#62ddbec9712c), while others are shouting **doom and gloom** that this [announcement is more impactful than CCPA or the GDPR.](https://www.adweek.com/programmatic/apples-latest-privacy-announcement-could-be-more-impactful-than-ccpa-or-gdpr/) Either way, the change is here to stay, so the real question is *“What will mobile marketers do in a post-IDFA world?”* ## What is IDFA? IDFA is Apple's Identifier for Advertisers (IDFA), which is essentially a randomly generated identifier that is created by Apple and assigned to an individual user's device. Mobile advertisers use the IDFA to track data and identify users in order to customize and optimize their advertising campaigns. This is done *without* revealing the personal or private information of the user. IDFA allows marketers to track how and when users interact with a campaign so that [proper mobile attribution](https://www.adjust.com/glossary/attribution/) can be made. ## Why is the IDFA going away? Rising privacy concerns and issues have been pushing policy shifts in government bodies and large brands. Research shows [56% of consumers are very concerned that "someone" could see everything they do or watch on their device through an app.](https://gdpr.report/news/2018/07/27/consumers-are-not-acting-on-privacy-concerns-when-using-mobile-applications/) With [Facebook](https://www.bbc.com/news/business-53558947) and [TikTok](https://www.washingtonpost.com/technology/2020/07/13/tiktok-privacy/) in boiling hot water over privacy issues, Apple has decisively made an effort to put enhanced privacy features at the forefront of its new iOS 14 release. This means that the automatic opt-in for data collection that was so loved and beholden by marketers will be replaced by *\*start dramatic music\** a manual opt-in by users to consent to the collection of their data. The cherry on top? A [privacy warning to help inform users](https://www.forbes.com/sites/johnkoetsier/2020/06/29/apple-killed-the-idfa-what-else-dies/#4ad56c6b262f) about the implications of their opt-in decision. ## So what will marketers do in a post-IDFA world? First, the good news. Despite all the claims, mobile advertising is not "dead" by any means. Furthermore, these changes were fairly well anticipated in the wake of the GDPR and CCPA changes in the past couple of years. Realistically, these changes will not affect Apple search ads drastically since its ad targeting is focused around keywords. However, for publishers who depend on performance advertising, they will need to get used to the [SKAdNetwork](https://developer.apple.com/documentation/storekit/skadnetwork), which is Apple's new replacement for the IDFA and will [still provide aggregated and anonymized overviews](https://pubnative.net/blog/sunset-of-idfa-dawn-of-privacy-first-advertising/) of campaigns. That said, it's still going to take some time for advertisers and marketers to adapt to the new rules of the game. Luckily, [iOS 14 hasn't been officially launched](https://www.macworld.co.uk/news/apple/ios-14-release-date-3779520/), so there is still some time for everyone to catch up.   *Want to learn more about IDFA? Check out [MGS Deep Dives IDFA](https://www.mobilegrowthassociation.com/deep-dives/idfa), a one-day conference that will explore IDFA in-depth.* *[![Subscribe Today](https://no-cache.hubspot.com/cta/default/5266005/0c90afd1-3d84-44be-8cd0-b2166b62f1f1.png)](https://cta-redirect.hubspot.com/cta/redirect/5266005/0c90afd1-3d84-44be-8cd0-b2166b62f1f1)*   #### [![](https://web3growthassociation.com/hubfs/icon-calendar.svg) Upcoming Events](https://web3growthassociation.com/events) #### [![MGA Podcasts](https://web3growthassociation.com/hubfs/icon-podcasts.png) Podcasts](https://web3growthassociation.com/podcasts) ##### [![Simplifying Taxes for Freelancers](https://web3growthassociation.com/hs-fs/hubfs/image001-2.jpg?width=300&name=image001-2.jpg) Simplifying Taxes for Freelancers Posted Feb 15, 2022](https://web3growthassociation.com/podcasts/simplifying-taxes-for-freelancers) ##### [![Unlocking the Potential of Financial Services with AI](https://web3growthassociation.com/hs-fs/hubfs/Fintech-Growth-Talk---Kevin-Levitt.jpg?width=300&name=Fintech-Growth-Talk---Kevin-Levitt.jpg) Unlocking the Potential of Financial Services with AI Posted Dec 29, 2021](https://web3growthassociation.com/podcasts/unlocking-the-potential-of-financial-services-with-ai) ##### [![AARP: The intersection of Health Tech and Fintech](https://web3growthassociation.com/hs-fs/hubfs/image001-1.jpg?width=300&name=image001-1.jpg) AARP: The intersection of Health Tech and Fintech Posted Dec 10, 2021](https://web3growthassociation.com/podcasts/aarp-the-intersection-of-health-tech-and-fintech) ##### [![FinTech and mobile strategy insights from Google](https://web3growthassociation.com/hs-fs/hubfs/Cherlene-Jolly%20V2.jpg?width=300&name=Cherlene-Jolly%20V2.jpg) FinTech and mobile strategy insights from Google Posted Nov 27, 2021](https://web3growthassociation.com/podcasts/fintech-and-mobile-strategy-insights-from-google) ##### [![Rebuilding the financial services ecosystem one API at a time](https://web3growthassociation.com/hs-fs/hubfs/Fintech---Richie-Serna.jpg?width=300&name=Fintech---Richie-Serna.jpg) Rebuilding the financial services ecosystem one API at a time Posted Nov 10, 2021](https://web3growthassociation.com/podcasts/rebuilding-the-financial-services-ecosystem-one-api-at-a-time) ### Recommended Articles #### [![Where the action and the money *really* is in mobile gaming apps](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/NebojshaMitrikeski_mediaThumbnail-650x325.jpg?width=300&name=NebojshaMitrikeski_mediaThumbnail-650x325.jpg) Where the action and the money \*really\* is in ... Posted Sep 28, 2018](https://web3growthassociation.com/podcasts/2018/09/28/where-the-action-and-the-money-really-is-in-mobile-gaming-apps) #### [![How Homesnap attracted 1 million real estate agents – and keeps them coming back](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/TimCondon_mediaThumbnail-650x325.jpg?width=300&name=TimCondon_mediaThumbnail-650x325.jpg) How Homesnap attracted 1 million real estate ... Posted Nov 2, 2018](https://web3growthassociation.com/podcasts/2018/11/02/how-homesnap-attracted-1-million-real-estate-agents-and-keeps-them-coming-back) #### [![Five Tips: Developing Apps for Foldable Displays](https://web3growthassociation.com/hs-fs/hubfs/mika-baumeister-vI8_06RmSC0-unsplash%20(1).jpg?width=300&name=mika-baumeister-vI8_06RmSC0-unsplash%20(1).jpg) Five Tips: Developing Apps for Foldable Displays Posted Apr 6, 2021](https://web3growthassociation.com/blog/five-tips-developing-apps-for-foldable-displays) #### [![Keeping Up with ASO Updates Impacting App Store Optimization in 2019](https://web3growthassociation.com/hs-fs/hubfs/Linda_Harnisch-01-1.png?width=300&name=Linda_Harnisch-01-1.png) Keeping Up with ASO Updates Impacting App Store ... Mobile Gaming Posted Jul 3, 2019](https://web3growthassociation.com/blog/2019/07/03/keeping-up-with-aso-updates-impacting-app-store-optimization-in-2019) #### [![Save more than money by automating your media portfolio](https://web3growthassociation.com/hs-fs/hubfs/Matt%20Sadofsky.jpg?width=300&name=Matt%20Sadofsky.jpg) Save more than money by automating your media ... Posted Dec 19, 2019](https://web3growthassociation.com/videos/save-more-than-money-by-automating-your-media-portfolio) #### [![How marketers can use keyboard apps to power effective UA and build brand](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Video%20Images/Baidu-650x325.jpg?width=300&name=Baidu-650x325.jpg) How marketers can use keyboard apps to power ... Posted Apr 26, 2019](https://web3growthassociation.com/videos/2019/04/26/how-marketers-can-use-keyboard-apps-to-power-effective-ua-and-build-brand) ### Related Articles #### [Why many mobile ad experiences fail and how to make yours work \[Digital Content Next\]](https://www.mobilegrowthassociation.com/blog/2018/05/03/http-mobilegroove-com-many-mobile-ad-experiences-fail-make-work) #### [Mobile App Marketing Beyond Facebook, Google, and Apple](https://www.mobilegrowthassociation.com/blog/mobile-app-marketing-beyond-facebook-google-and-apple) #### [How to Break into the Latin American Mobile Market](https://www.mobilegrowthassociation.com/blog/how-to-break-into-the-latin-american-mobile-market) #### [New Ad Networks Mobile Marketers Should Pay Attention To](https://www.mobilegrowthassociation.com/blog/new-ad-networks-mobile-marketers-should-be-paying-attention-to) Join Our Newsletter Sign-up to get the latest mobile growth news, updates, and trends directly in your inbox twice a month. [![MGA Logo_Vertical-White-400px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Vertical-White-400px.png?width=200&height=100&name=MGA%20Logo_Vertical-White-400px.png "MGA Logo_Vertical-White-400px")](https://web3growthassociation.com/) - [Events](https://www.mobilegrowthsummit.com/events) - [Media](https://www.mobilegrowthsummit.com/all-media) - [Company](https://web3growthassociation.com/company) - [Become a Sponsor](https://www.mobilegrowthsummit.com/sponsor-application) - [Apply to Speak](https://www.mobilegrowthsummit.com/speaker-application) - Subscribe to MGA Newsletter - [Advertise With Us](https://share.hsforms.com/1wSm-xNj1TZGNZ0YiR97aGA34v9x) - - - - - © 2020 MOBILE GROWTH ASSOCIATION ALL RIGHTS RESERVED. Contact us at [info@mobilegrowthsummit.com](mailto:info@mobilegrowthsummit.com) [Privacy Policy](https://web3growthassociation.com/privacy-policy) [Terms & Conditions](https://web3growthassociation.com/terms-and-conditions) #### Become a Sponsor The MGS Annual Sponsor Rewards maximizes and drives growth for our Sponsors. We are rewarding our loyal Sponsors in our seventh year of business with a comprehensive range of additional benefits and services. Enter your contact information here and we'll email you a Sponsor Kit so you can drive deal-flow and bottom-line revenue for your company. #### Apply to Speak #### Join our newsletter Sign-up to get the latest mobile growth news, updates, and trends directly in your inbox twice a month.