Why does Apple block IDFA in iOS 14, and what role does Google play?

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As mentioned last time, APPLE decided to add the App Tracking Transparency function in the iOS14 update to protect users’ privacy. However, whether APPLE’s move is based on customer interests is not yet discussed. However, APPLE has a clear understanding of the long-standing IDFA The introduction of the (advertising identification code) mechanism will definitely bring about earth-shaking changes in the online advertising industry.

This update to iOS 14, in addition to APPLE’s self-proclaimed “consideration of user privacy,” actually also represents APPLE’s official involvement in advertising recognition, paving the way for greater advertising business in the future.

Data processing process of SKAdNetwork2.0Data processing usa whatsapp process of SKAdNetwork2.0
If you want to explain the difference between SKAdNetwork and IDFA in detail, it will probably take tens of thousands of words to explain clearly; interested friends can read APPLE's official description here .

But for most small and medium-sized enterprises, what they must know is probably the following two points:

In the past, different APPs would use the user's IDFA for cross-APP positioning; without IDFA, the user's information (such as search history, preferences, etc.) can no longer be read by different APPs. This means that the accuracy of advertising will be greatly reduced.
Because there is no unified IDFA, there is no way to accurately transmit the advertising results back to the delivery platform from the APP where the ads are placed. This means that there will be no way to correctly attribute the effectiveness of advertising to different channels.