Apple’s long-awaited privacy overhaul iOS 14.5 is here, and will drastically impact the $105 billion U.S. mobile-ad industry.
The release sees the debut of Apple’s App Tracking Transparency (ATT) framework, which requires developers to ask iPhone users for permission to track their internet usage. Experts predict a marked reduction in the availability of Apple’s mobile ad ID, the IDFA, a key signal used to serve targeted in-app ads.
Opt-in rates are expected to vary. A preliminary study from AppsFlyer estimates opt-in rates of 32%.