It Can’t Rain Forever: Finding the Bright Side to IDFA

There's a lot to like about the future of Apple's in-app advertising

people standing under a giant umbrella with blue sky under it and gray clouds around it
The future of in-app advertising in the Apple mobile ecosystem is bright. Jonathan Evans/Getty Images

Apple’s coming enforcement of the AppTrackingTransparency (ATT) framework with iOS 14.5 is causing many within the mobile ad-tech ecosystem to sound the alarm bells. After all, once it is live, the individual Identifier for Advertisers (IDFA) will be largely unavailable for most people, meaning that the user-level targeting that has underpinned digital advertising for at least the decade won’t be possible for the bulk of the iOS ecosystem.

Prajwal Barthur is vp of product, marketplace and CTV, at InMobi.