In the early morning of September 17, Apple launched its latest mobile operating system, ios14, in China. The new features include major changes to the home screen, IMessage, privacy policy, and other aspects, which are applicable to old smart phones including the first generation of iPhone Se and iPhone 6S. One of the really important updates in this update is that it will greatly enhance the protection of users’ privacy. < p > < p > Safari browser will prevent the tracker from tracking users across websites, and an app needs to obtain user permission to collect user data from other apps and websites using IDFA (identifier for advertising). < / P > < p > this update conveys Apple’s determination to protect users’ privacy. As it said on its website, “it’s not easy, but we believe it’s the real innovation.” Apple’s move naturally attracted opposition from app developers and advertisers. Therefore, apple decided to postpone the IDFA update to the beginning of next year to “give developers enough time to make necessary changes.”. < / P > < p > specifically, the privacy and security updates of IOS 14 mainly focus on safari browser, app store and the switch of advertisement tracking. According to the official website, in the new version of the system, Safari will prevent the tracker from tracking users across websites, and generate privacy reports to inform users which websites have tracked and recorded users’ access information; the app store will display the details of the app’s use of privacy information, including the app’s information on finance, communication, location, browsing history and purchase records before downloading an app In terms of information collection and advertisement tracking, IOS 14 will actively pop up a window to remind users whether to allow the app to access the identifier related to physical devices when the app is first used. In the current version of the system, the ad tracking function is turned on by default, and manual operation is required to turn off the option. According to industry insiders, the new version is opt in and the old version is opt out, which is the key difference. < / P > < p > about IDFA (identifier for advertising), it is actually the code system for identifying users in Apple system. After IOS 6, apple requires app to use IDFA instead of mobile phone number and mobile device identification number. Compared with the mobile phone number and mobile device identification number that cannot be changed, IDFA has the advantage that users can choose to change or close the code. < / P > < p > for example, after browsing an electric toothbrush on the a e-commerce platform, the advertisement for this toothbrush will be seen when you open the short video application B. It is because these two apps read your IDFA. < / P > < p > the new IOS system goes further. IOS 14 moves the IDFA close button, which was originally hidden in the settings function, to the initial page of the app every time users open it, and clearly tells you what personal information will be used. It is expected that more Apple users will choose to close it. < / P > < p > allowing users to turn off IDFA does not mean that they will no longer receive advertisements pushed by app, but the accuracy of advertisements will decline. Personal user name, mobile phone number, device identification number of mobile phone, and account number of a certain application can be used as identification objects, so that advertisements can find target users in the massive information of the Internet. The closing of IDFA only means that the data transmission between the advertiser and the app is cut off. It does not mean that the app will not collect the user’s relevant information, but the app can’t send the collected data back to the advertiser. In this way, the advertiser can’t find the same user among different applications, and can’t take targeted delivery to attract customers, so the accuracy of advertising will be reduced. < / P > < p > in addition to the above privacy updates, there is also a point worth paying attention to is the front cutting board. Previously, apps on IOS can scan the contents copied by users on the clipboard in the background without permission, and this action can be closed or turned on forever. But now in ios14 system, as long as the application scans the clipboard in the background, the system will pop up a window to prompt the user. < / P > < p > before, domestic users who have updated the beta version mentioned that there are dozens of applications on their mobile phones scanning their own clipboards. Once the mobile phone system frequently sends pop-up windows about privacy issues, users will obviously be disgusted with those apps. < / P > < p > “I’m afraid that some applications will read the clipboard silently. If the user doesn’t do anything at all, such a prompt will pop up on the mobile phone, which will cause users to panic.” An employee from the data compliance department of an Internet company said. < / P > < p > the management of IDFA and the prompt of the clipboard are not all actions taken by ios14 on the issue of user privacy. If there is no accident, IOS 14 will strengthen the protection of user privacy and the restrictions on developers’ rights from other aspects as planned. < / P > < p > one initiative is the management of photo album permissions and geographic location permissions. Ios14 provides users with more options in both applications: users can only provide some photos to the app to read, rather than “view” or “don’t view” extreme options; geographically, users can only provide fuzzy locations to developers if they are not willing to; and then there are microphones and cameras – if an app is calling these two device rights Limit, the upper right corner of the screen will immediately appear a small yellow dot. < / P > < p > many mobile phone users often find that they are still talking about something or something with their friends in the process of daily use. The next second, when you open an e-commerce platform, you will see the relevant advertising push. Maybe it is some apps that secretly turn on the microphone or even the camera of the mobile phone without knowing it! But now, apple is visualizing all this, and when any app uses a microphone and camera, a small yellow dot appears in the upper right corner of the screen to alert users. < / P > < p > the update of IDFA and shear board will undoubtedly have a profound impact on the business model of major apps and advertisers! Even apple itself said, “it’s not easy,” because it’s going to move a huge “programmed advertising” market. < / P > < p > each apple mobile phone has an IDFA, which is used by major Internet companies to track user behavior and record the number of downloads or purchase conversions obtained by advertising, and advertisers decide how much advertising expenses to pay each traffic platform. < p > < p > it seems that IDFA is just a string of codes set by apple for each apple device, but it corresponds to a huge “programmed advertising” market – Google, Facebook, twitter, Alibaba, Tencent, byte skipping and other companies do this kind of business. According to media reports, Facebook’s advertising revenue will reach 70.7 billion US dollars (about 482.4 billion yuan) in 2019. In the same year, Alibaba’s advertising revenue exceeded 100 billion yuan, while Baidu’s and Tencent’s advertising revenue reached 78.1 billion yuan and 68.4 billion yuan, respectively. In addition, according to morketing, a marketing commercial media platform, in the first quarter of 2020, the total advertising revenue of 22 Chinese Internet listed companies, including bat, amounted to 97.4 billion yuan, accounting for 18.09% of the total revenue. Among them, there is no lack of advertising revenue that plays an important role in the company’s total revenue. Sogou’s advertising revenue accounts for 92.37%, microblog’s advertising revenue accounts for 85.20%, and pinduoduo’s advertising revenue accounts for 8 Baidu’s advertising revenue accounts for 63.18% of Baidu’s advertising revenue. It can be seen that search, social media, e-commerce and other fields rely heavily on advertising revenue! As a representative of another Internet advertising giant, Facebook’s advertising revenue reached 18.3 billion US dollars in the second quarter of this year, accounting for more than 90% of the total revenue, caixin.com reported. Its voice of opposition is the strongest. Before, it openly opposed Apple’s IDFA policy adjustment on several occasions. Because the advertising network occupies an important position in its advertising revenue system. It will affect the liquidity and pricing power of Facebook advertising alliance. A test shows that, compared with customized advertising, non customized advertising revenue may fall by more than 50%. < / P > < p > the so-called advertising alliance refers to that the head media uses its data advantages to gather many media resources that lack independent investment promotion ability, and carries out accurate advertising push through a unified label system and algorithm. For example, the operator behind the title advertisement that users see on a niche video platform may be a well-known Internet company. < p > < p > Facebook is to use its head traffic platform’s ability to act as a traffic intermediary, gather traffic, and then buy low and sell high to earn the price difference. Such traffic transactions are huge on Facebook. There are more than 19000 developers and media on Facebook. < / P > < p > although domestic traffic and advertising platforms will also be affected by Apple’s privacy policy, domestic Internet giants will not suffer as much as Facebook for the time being. The main reason is the relatively low penetration rate of apple in China. As of the second quarter of this year, IOS had a market share of 46% in the United States, according to counterpoint, an analyst. According to IDC data, as of the second quarter of this year, the proportion of IOS system ownership in the domestic market was only 16.5%. Secondly, more Android operating systems in China have not taken similar measures on IOS at present. Then the domestic Internet companies such as bat and byte skipping establish their own advertising platform system. Therefore, these reasons make domestic advertisers suffer limited impact. < / P > < p > identifier tightening, privacy protection is a major trend. With the increasing importance of personal privacy and the introduction of more and more stringent data security regulations, people will pay more attention to whether they are “sold out” by the Internet. < / P > < p > for a long time, Apple’s privacy protection policy and implementation have been regarded as the industry model. In contrast, Internet companies such as Facebook and twitter are often subject to regulatory sanctions for data privacy issues. < / P > < p > at present, the international regulatory legislation on identifier lags behind the development of the industry. Since the identifier is in the hands of hardware equipment manufacturers, a large number of app developers need advertising tracking identifier to achieve customized advertising delivery. There is a delicate game between the two. According to the analysis of iResearch, the scale of China’s mobile advertising market reached 541.52 billion yuan last year, accounting for 83.8% of the total Internet advertising market. It is estimated that the scale of China’s mobile advertising market will exceed one trillion yuan by 2022. < / P > < p > a relevant professional believes that in order to seek the balance between privacy protection and the development of advertising industry, it is absolutely impossible to solve the problem in a “one size fits all” way. The problem of identifier privacy protection can not be solved by a single media device. This matter should not be decided by one company, but should be the consensus of the whole industry. At present, the advertising marketing industry associations at home and abroad are exploring whether there is a “once and for all” method, that is, to establish a unified identifier, which can not only protect the privacy of users, but also promote the healthy and sustainable development of the advertising industry. Privacy Policy