Staff Writer

After months and months of talking and speculation, IDFA is finally going away, AppTrackingTransparency is nearly upon us, and app marketers will have to sink or swim in the new iOS reality. As of April 26, all apps in the App Store are required to start using the AppTrackingTransparency (ATT) framework. 

Here are a few things you needs to know as ATT goes into effect: 

  • This also means iOS apps will be required to be built on Xcode 12 and iOS 14 SDK or later. 
  • IDFA will be replaced with SKAdNetwork, Apple’s privacy-friendly way to track clicks and impressions. (Learn more here.)
  • Users will start being asked to approve tracking requests at various points while using apps. 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.
  • Having a strong opt-in strategy in place is going to be essential. Get a few tips here.

App marketers are going to have a big learning curve ahead of them, but they are not new to trial and error andwill surely adapt as the details unfold.