Theresa Cramer

In the absence of IDFA, Apple has introduced App Tracking Transparency (ATT) as a way to allow users to control, at the individual app level, whether their data is shared for ad-targeting purposes. But for developers, ATT has remained a bit of a mystery as one beta version after another of i0S 14 has kept them on their toes. But Apple has recently issued some clarification. 

What's Coming With I0S 14.5

When i0S 14.5 is rolled out to iPhone owners this Spring, Apple says users will start being asked to approve tracking requests. New information reveals that the requests won’t be “one and done.” Requests will appear at various points while people are using apps, but the messages will be standardized. Essentially users will be asked whether the app can “track your activity across other companies’ apps and websites” — but developers will have a chance to customize a follow-up message.

But that decision isn’t final — once an app has requested permission, it will appear in the Tracking menu, where users can easily toggle app tracking on and off at will. iPhone users will also be able to turn tracking on or off across all apps with a single toggle if they wish. 


TechCrunch also points out that “Yes, IDFA is what Apple controls directly, but a company spokesperson said that when a user opts out of tracking, Apple will also expect developers to stop using any other identifiers (such as hashed email addresses) to track users for ad targeting purposes, and not to share that information with data brokers.”

Driving opt-ins will be paramount for apps in the coming months. Here are some resources to help you boost opt-ins and deal with the IDFApocalypse: