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Apple to start enforcing tracking changes next week, priming mobile space for disruption

April 22, 2021

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.

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