Apple previously stated the IDFA changes would go into effect in early spring, but this week’s announcement sets a firmer deadline for developers to ensure their apps are privacy-compliant. The implementation of IDFA was initially supposed to take place last year but was delayed due to pushback from advertising platforms.
IDFA is significant because it makes a widely used mobile ad-tracking tool an opt-in feature rather than being opt-out. The IDFA is a unique code preinstalled on each Apple device, including iPhones and iPads, that apps can use to glean more information on users. Making it opt-in sounds like a small adjustment, but many consumers are expected to choose not to be tracked, even if they know that allowing a measure of surveillance will provide more personalized user experiences and advertising.