Apple's Latest Privacy Announcement Could Be More Impactful than CCPA or GDPR

Consent now required to access Apple's mobile advertising tool IDFA


Apple did not outright kill its key mobile advertising tool IDFA this week, meaning a $45 billion subsector of the media industry lives to see another day. But its new consent requirements present a significant hurdle.

At its Worldwide Developers Conference Monday, Apple announced a series of privacy updates to its iOS ecosystem that will place further barriers in the way of companies eager to cash in on in-app advertising.

The updates require app developers to seek consent from iOS device users in order for third parties, aka app monetization partners, to access their data.

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