蘋果的反跟蹤新功能大受歡迎，你更新了嗎？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Facebook擔憂iOS 14.5將大幅影響收入，並不是沒有道理的。在不久前的4月27日，蘋果正式推送了iOS 14.5，而此次更新最受關注的變化是，提升了App跟蹤的透明度。"},{"type":"text","marks":[{"type":"strong"}],"text":"從部分數據追蹤公司的統計來看，用戶對這項新功能很“買賬”。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"大部分用戶不願被跟蹤"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Flurry Analytics截至5月7日的追蹤數據顯示，在全球範圍內更新了iOS 14.5版本的用戶中，僅13%的用戶選擇允許App請求跟蹤。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/16\/a5\/165bdd6beda85fb701fd8099e5fbb3a5.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/cy\/17\/cyy0d74e333b9897f1e58fb3718a2d17.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而在美國市場，數字還要更低，僅5%的用戶允許App請求跟蹤。目前這項分析基於美國250萬用戶樣本調查得出，全球範圍內則是530萬用戶。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有網友對此評論稱，用戶安裝iOS 14.5後的默認設置是關閉跟蹤。因此，實際上這是“4％的用戶選擇讓應用程序詢問是否進行跟蹤，96％的用戶其實什麼也沒做。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"雖然該評論並不客觀，但也反映了其實有相當大部分用戶還沒做出選擇的情況，尤其是目前部分手機的App跟蹤功能還出現了bug。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/d1\/43\/d14d97d5222c93de5ed930ddda98b243.jpeg","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","marks":[{"type":"size","attrs":{"size":10}}],"text":"筆者手機「跟蹤」頁面的選項出現變灰且無法開啓的情況，據瞭解，這並不是個例"},{"type":"text","text":"。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另一邊，根據AppsFlyer的統計，目前只有8%的用戶更新了iOS 14.5，蘋果隱私更新的真正影響可能在未來幾個月纔會顯現。而且，截至5月2日，也只有13%的應用開發者採用蘋果應用追蹤透明度框架（不同品類的採用率在 8%-18% 之間)。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"建議開發者儘早做好準備"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨着iOS 14.5的推送，蘋果應用追蹤透明度框架（App Tracking Transparency，簡稱ATT）全面生效。如今，未經用戶許可，開發者將不能對用戶進行跟蹤。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"而要想徵得許可來跟蹤用戶及訪問設備的廣告符標識IDFA，則需要使用ATT框架"},{"type":"text","text":"。同時，必須在系統提示中加入用途說明，解釋爲什麼要跟蹤用戶。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"IDFA是蘋果向用戶設備隨機分配的設備標識符，廣告主使用此標識符來跟蹤數據，以便提供定製廣告。過去，蘋果雖然爲用戶提供了主動關閉的選擇，但信息追蹤是默認開啓的，因此大多數App都能跟蹤用戶使用行爲，完成用戶畫像進而作定製化廣告推送。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從iOS14.5開始，應用想要獲取用戶的IDFA和追蹤用戶行爲時，需要先獲得用戶的允許，否則設備中IDFA的值將全部爲零。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/bf\/48\/bfb8bf9d3fc62fb73f6883d209bb5e48.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","marks":[{"type":"size","attrs":{"size":10}}],"text":"蘋果開發者網站對於「徵求跟蹤許可」的最新說明"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不少分析認爲，升級iOS14.5之後，由於不可再獲取iPhone用戶的IDFA，用戶在不同應用之間的行爲也將變得難以追蹤，直接影響流量和轉化的歸因、廣告投放的相關性和基於數據洞察的個性化推送，這對廣告業來說是巨大沖擊。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據AppsFlyer日前發佈的《ATT生效後關鍵趨勢報告》，"},{"type":"text","marks":[{"type":"strong"}],"text":"關於是否要發送ATT彈窗，目前大部分應用仍在觀望。"},{"type":"text","text":"如果發送ATT彈窗，應用可能會丟失絕大部分系統版本在14.5以下的設備 IDFA，這一部分用戶目前佔比爲 92%。除非用戶點擊“允許追蹤”，否則即使設備還未升級到 14.5，應用也將無法獲取 IDFA。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過儘管有丟失設備IDFA的風險，AppsFlyer仍建議開發者儘早做好發送ATT彈窗的準備。“在更早的iOS版本中，我們看到彈窗後大概需要 4-6 周左右整體的ATT授權比率才逐漸達到 30%。”不過，也有應用爲了向用戶提供更好的使用體驗準備棄用 ATT 彈窗，不向用戶請求追蹤，直接通過SKAdNetwork獲取彙總層級數據用於廣告效果歸因。（SKAdNetwork是蘋果官方推出的歸因解決方案，可以讓廣告商在不獲取IDFA的前提下對用戶的點擊和安裝行爲提供一套追蹤解決方案。）"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"大局已定，業內開始出現“後IDFA時代”的說法。AppsFlyer表示，在後IDFA時代，業內移動應用廣告主在適應SKAdNetwork機制以及IDFA獲取比例減少的新常態同時，也需要不斷探尋新的方式，來豐富歸因衡量維度，提高用戶參與度。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"Facebook：跟蹤有助於讓App保持免費"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"蘋果新的隱私舉措無疑在數字廣告營銷行業引發許多不滿，而Facebook的憤怒更是人盡皆知。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從2020年新規則出來以後，Facebook對蘋果的攻擊就沒有間斷過，甚至將蘋果定位爲“打擊小企業”的角色。Facebook表示，蘋果的做法可能會使人羣精準定位服務變得低效，它還在多家媒體登載文章《爲了全世界的小企業 我們在與蘋果對抗》，透露許多小企業都對蘋果強制軟件升級表示擔憂，這將限制企業投放個性化廣告、以及接觸到有效客戶的能力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當然，Facebook自身也會因此遭遇損失，畢竟Facebook的廣告收入佔總營收比例已多年保持在90%以上。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據報道，爲對抗ATT，Facebook與Instagram現在想到了一個新方式，就是在App偵測到iOS用戶已經更新到iOS 14.5時，會彈出信息告訴用戶它從其他應用和網站收集的信息有助於保持App免費，希望用戶可以讓他們繼續收集數據。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"官方將這一類提示稱爲用戶的“教育畫面”，並表示它們提供了關於Facebook如何將數據用於個性化廣告的更多細節信息。不過此舉亦被部分網友視作一種威脅，“不同意是不是就要收費了呢？”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/87\/3e\/8725c1a08610871efea8f13c657c9f3e.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"蘋果方面對於隱私新策一直都拒絕退讓，表示作出改變的意圖是讓人們有更多選擇權，自主決定商家可以記錄他們的哪些數據，而如果他們不願意透露自己的隱私，也有拒絕的權利。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"將開啓跟蹤的權利交還給用戶，雖然動了不少人的蛋糕，但就用戶本身而言，這是所有人都喜聞樂見的改變，畢竟不是所有的用戶都願意“用隱私換取便利”。"}]}]}