Apple Postpones iOS 14 Privacy Update

by | Sep 18, 2020 | Blog, Digital Advertising, Digital Strategy, Smirk's Take

Apple has postponed a major privacy update that would let users opt-out of sharing their information with app developers. The feature was supposed to roll out with the latest iOS 14 update but was postponed until 2021 after the backlash it received from advertisers.

Like all ad networks on iOS 14, advertiser ability to accurately target and measure their campaigns on Audience Network will be impacted, and as a result publishers should expect their ability to effectively monetize on Audience Network to decrease. Ultimately, despite our best efforts, Apple’s updates may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14.

Apple users opting-out of data tracking hinders advertisers’ ability to remarket to them at a later date. Whether you’re a marketer who relies on retargeting or just an iPhone user, you can stay plugged into the latest news on the iOS 14 update here.

What Does This Mean for Advertisers?

No need to panic just yet! You won’t be having to adapt your marketing strategy as quickly to compensate for the loss of retargeting information we were all anticipating this month. However, as privacy conversations continue for both Apple and Android users, we know we’re not going to be able to rely on retargeting forever.


As advertisers, we need to be actively identifying ways to collect customer information — with their consent, of course. Authentically-built email lists can make all the difference in a remarketing campaign. Further, make your paid and organic social content so personalized to your audience that you don’t need to solely rely on retargeting capabilities for your message to resonate with the right people.

Lee Emerson
Smirk Client Service Director

Preparing For Change

Use this extra time wisely. When the ability to opt-out inevitably manifests, will you be prepared to adapt your marketing strategy? Take a look at your current customer information collection process. Review the copy you’re using on social posts and ads.

Unsure of how to identify opportunities for personalization in your digital campaigns? Schedule a quick chat with a Smirk team member and we’ll dive in.

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