As 2020 comes to a close, IDFA opt-in enforcement looms large on the horizon. We sat down with Lawrence Chan, EVP, Business Development at Cuebiq, to get his take on this change. Continue reading to learn about his views on how IDFA opt-in enforcement will affect the industry, why Cuebiq is well-positioned for this change, and why Named Consent is so important right now.
Do you anticipate that IDFA opt-in enforcement will have a significant effect on the industry?
The degree of enforcement will really determine the effect on the industry. In terms of Apple enforcement, there are multiple scenarios that could play out. If Apple requires apps to go down a specific path for consent to collect the IDFA, then the enforcement mechanisms are pretty hard — anyone using IDFAs currently will have to rethink and in many cases rework their entire process. For companies that have based their entire business on the IDFA, this could ultimately mean the inability to analyze anyone using iOS devices in general. If Apple enforces this, we should expect a large part of the ecosystem to struggle. On the other end of the spectrum, if Apple creates enforcement guidelines that are less strict, then it would be more likely for users to opt in.
What is Cuebiq doing to comply with Apple’s impending IDFA opt-in enforcement?
We are working with our app partners to increase IDFA opt-ins where possible, we are leveraging first-party identifiers to offset the loss of IDFA grants, and we are working with partners to innovate the user flow to meet future updates to mobile operating systems. We’re confident that our direct relationships with apps and experience navigating previous OS updates (e.g. iOS 13 and Android X) will help our app partners mitigate some of the risk of losing users not opting into the IDFA. We believe that Named Consent and our privacy framework, along with our direct app relationships, will allow us to effectively avoid any significant changes to our scale or quality of location data.
What does the delay of Apple’s IDFA opt-in enforcement mean for Cuebiq?
The delay has no impact on Cuebiq, as we’ve been fully prepared for IDFA opt-in enforcement for months. That said, with this delay we will have some more time to build out processes we put in place and refine them even more.
Will Cuebiq be employing identifiers outside the IDFA?
Yes, but this is nothing new for us. We have always employed identifiers outside the IDFA, such as hashed-IDs and cookies. What’s more, we are increasing our device linkages by adding more cross-device partners.
As the industry creates standards for ID resolution, we’re in constant talks with the industry groups and technology partners that will be driving this new reality.
Why is Named Consent so important right now?
In a post-CCPA-and-GDPR world, Named Consent is the only way to prove that a location provider has consent rights to location data as well as prove how, when, what, and where that consent was created and captured. Proving consent is paramount — if a location provider can’t prove consent, they should not be using that data. Cuebiq is the only location provider with Named Consent for all of our app partners. Cuebiq takes a global approach to privacy and meets GDPR explicit consent requirements. This approach exceeds compliance in every U.S. state law and regulation, including the CCPA. In order for the consumer’s consent to meet this bar, we include specific use cases in the consent language so that the user knows exactly what uses they are consenting to share their data for prior to continuing. And of course, users can easily opt out of our data collection at any time.
What is Cuebiq’s stance on consumer privacy?
Consumer privacy is a global issue, and we believe that a future-proof approach to privacy and transparency is beneficial to all stakeholders, users, marketers, data and tech partners alike. At Cuebiq, we hold privacy as a core tenet and take a principled approach to ensure our products, services, and relationships reflect this. Privacy at Cuebiq can be described in four powerful principles: Consent, Transparency, Control, and Accountability.
Cuebiq has end-to-end tech to support privacy management and consent, and we will continue to invest in this.
Connect with our team to learn more.