Extended Privacy Control

Jusang SongWritten by Jusang Song,

Airbridge’s Extended Privacy Control (EPC) enables comprehensive iOS measurement while protecting user privacy and adhering to regulations.

Extended Privacy Control

EPC is a toggle used to manage the sharing of user-level data collected from devices on iOS 14.5 or later to protect user privacy. With the toggle switched on, user-level data from opt-out devices under Apple’s App Tracking Transparency (ATT) framework is not shared with ad channels or other third-party platforms.

EPC settings do not affect the iOS attribution data available in the Overview Dashboard or the Airbridge reports.

Features affected by Extended Privacy Control

When EPC is enabled, user-level data from ATT opt-out devices on iOS 14.5 or later is not shared with external entities. Thus, data availability of the following features may be affected:

  • Real-time logs

  • Raw data exports

  • Ad channel integrations

  • Third-party platform integrations

  • Cloud storage integrations

The aggregated iOS attribution data or the SKAN attribution data remains independent of EPC settings. Thus, data availability of the following features is not affected:

  • Overview Dashboard

  • Airbridge reports

Data availability by App Tracking Transparency status

Data availability depends on the ATT status for devices on iOS 14.5 or later. Data is entirely available only if the user has opted into tracking on both the advertiser's app and the publisher’s app, where the advertiser’s ads appear.

When EPC is enabled, data collected from the web can’t be shared, regardless of the ATT status. You must disable EPC to be able to share the data.

Platform

Publisher App
ATT Status

Advertiser App
ATT Status

Data Availability

Mobile

Authorized

Authorized

- All user-level data available

- Data can be shared regardless of EPC settings

Mobile

Authorized

Not authorized

- Limited data available

- Data can’t be shared if EPC is enabled

Mobile

Not authorized

Authorized

- Limited data available

- Data can’t be shared if EPC is enabled

Mobile

Not authorized

Not authorized

- Limited data available

- Data can’t be shared if EPC is enabled

Extended Privacy Control Settings

Read on to learn about EPC settings and data availability.

Data availability principles

EPC settings can be configured at two levels: the app level and the ad channel or third-party platform level. The app-level setting takes priority.

When EPC is enabled for an app, EPC is automatically enabled for all ad channels and third-party platforms for the app as well, with no option to modify individual settings. When EPC is disabled for an app, EPC for individual ad channels and third-party platforms can be either enabled or disabled.

Data availability depends on the EPC settings at the time of data collection. Data already made available is not affected even if EPC settings are modified.

For instance, if you switch on the EPC toggle at 0:00 AM on Jan 1, the modified settings immediately take effect starting at 0:00 AM on Jan 1. If you switch off the EPC toggle at 0:00 AM on Jan 2, the modified settings immediately take effect starting at 0:00 AM on Jan 2. However, the modified settings do not affect the availability of data collected between 0:00 AM on Jan 1 and 0:00 AM on Jan 2.

Note

Updated EPC settings may take up to 10 minutes to be applied.

Extended Privacy Control at the app level

To configure EPC at the app level, navigate to [Settings]>[App Settings] in your Airbridge dashboard. You will see a toggle at the bottom.

Owner users can view or modify EPC settings at the app level. In-house Marketer users can view EPC settings at the app level.

Extended Privacy Control at the ad channel or third-party platform level

When EPC is disabled for an app, EPC for individual ad channels and third-party platforms can be either enabled or disabled. However, you cannot configure EPC for Apple Search Ads and SearchAds.com.

Owner users and In-house Marketer users can view or modify EPC settings at the ad channel or third-party platform level.

Additional implications

Refer to the below to understand the implications of different EPC settings.

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