Why iOS Users Should Allow Tracking for Personalized Ads on YouTube

YouTube for iOS to Prompt Users for App Tracking Transparency – What You Need to Know

With the release of iOS 14.5, Apple implemented a new requirement for app developers to inform users about and obtain consent for broader tracking practices. In response to this, Google apps, including YouTube, made changes to cease certain tracking methods, such as the Identifier for Advertisers (IDFA), in order to comply with the regulations and avoid displaying the tracking prompt. However, YouTube is now preparing to introduce a similar prompt called App Tracking Transparency (ATT) for iOS users.

In the upcoming update, YouTube for iOS will display a one-time permission request asking users if they want to allow the app to track their activity across other companies’ apps and websites. The prompt will include two options for users to choose from:

• Allow: By enabling this setting, the user’s activity within the YouTube app will be linked with activity from non-Google apps and websites to deliver personalized ads and measure ad performance. This choice will be applied to all users of the YouTube app on the respective device.
• Ask App Not to Track: Opting for this setting means that the user’s activity within the app will not be linked with activity from non-Google apps and websites. As a result, the ads experience within the app will be less personalized, potentially leading to less relevant and repetitive ads.

It’s important to note that this prompt will not be displayed to YouTube Premium subscribers or users with child accounts on YouTube.

If a user selects “Allow,” YouTube promises a high-quality and helpful ads experience. This means that the ads shown in the app may better align with the user’s interests due to more accurate ad measurements achieved by linking in-app activity with non-Google and third-party apps and websites. YouTube emphasizes that improved ad measurement benefits Creators on the platform.

“Starting soon, YouTube users on iPhone and iPad devices can choose to opt into more personalized advertising, in line with Apple’s App Tracking Transparency policy. We’re confident that this will help us provide a high-quality, helpful ads experience for users, while also benefiting creators. YouTube users that choose to opt-in can turn this off at any time.”

YouTube spokesperson

On the other hand, users who opt for “Ask App Not to Track” will receive less personalized advertising, as only first-party Google data will be utilized, bypassing Apple’s ATT regulations. This choice ensures that the user’s activity within the YouTube app will not be connected to external apps and websites for ad personalization and measurement.

Users have the flexibility to change their decision by accessing the iOS Settings and navigating to Privacy & Security > Tracking. It’s crucial to understand that this setting specifically applies to YouTube and third-party apps/websites. For users who have enabled personalized ads within their Google account settings, YouTube/Google will continue to deliver personalized ads as a first-party advertiser.

This setting does not impact the integration of activity across other Google apps (both iOS and non-iOS) and websites with external apps and websites. Additionally, it does not alter the use of activity from the YouTube iOS app and other Google platforms for personalized ads, based on the user’s Google personalized ads preferences.