App Tracking Transparency (ATT)
Here are some key points about ATT:
1. User Consent: With ATT, when an app wants to track user activity using Identifier for Advertisers (IDFA), a unique identifier used for ad targeting, it must explicitly request permission from the user. Users can choose to allow or deny tracking on an app-by-app basis.
2. Tracking Transparency Prompt: When an app requests permission to track, a system-level prompt is displayed to the user, explaining the app's intention and giving them the option to "Allow Tracking" or "Ask App Not to Track."
3. Limited Tracking without Consent: If the user denies permission or selects "Ask App Not to Track," the app cannot access the IDFA for cross-app tracking. However, it can still perform limited tracking for its own purposes, such as measurement, fraud prevention, and security.
4. Impact on Ad Targeting and Attribution: ATT affects personalized advertising and ad attribution. Without user consent, advertisers and ad networks may receive limited or no access to the IDFA, making it more challenging to track user behaviour across apps and deliver targeted ads. Ad attribution, which links app installations or conversions to specific ad campaigns, may also be affected.
5. Privacy and User Control: ATT aims to enhance user privacy by giving individuals greater control over their data and the ability to choose which apps can track their activities. It aligns with Apple's broader privacy initiatives to provide users with transparency and control over their personal information.
It's important to note that ATT only applies to iOS apps and does not directly impact web tracking. However, as mobile apps often interact with web services, there can be indirect effects on web-based tracking as well.
The introduction of ATT has had significant implications for the advertising ecosystem, with advertisers, app developers, and ad networks adjusting their strategies and approaches to comply with the new privacy requirements and find alternative solutions for personalized advertising and measurement.