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

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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.

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