Apple Marks Data Privacy Day With a Nod to Coming Ad Tracker Changes

With IDFA updates due ‘in early spring,’ the iPhone maker continues to shrug off Facebook’s ire

Photo of a lock and the Apple logo
The shift to an opt-in system for IDFA could have sweeping implications for marketers and publishers. Getty Images

Apple’s Identifier for Advertisers (IDFA) ad-tracking protocol will premiere “in early spring with an upcoming release of iOS 14, iPadOS 14, and tvOS 14,” the company said on Wednesday.

@EthanYWu ethan.wu@adweek.com Ethan Wu reports on ad tech and programmatic advertising for Adweek.