For years, companies have been able to track their users’ website and app activity across other companies’ apps and websites, using the resulting data for advertising purposes or for sharing with data brokers.
Last year, Apple launched a highly anticipated privacy feature: App Tracking Transparency (ATT). With this policy change, Apple users now have to opt-in to Apple’s Identifier for Advertising (IDFA), a unique code assigned to mobile devices, which data brokers and ad marketers use to track users across apps. Using this code, they can combine their users’ behaviour into one comprehensive profile, providing companies with the information they need to send targeted ads.
