Do Apple's Updated Developer Guidelines Hint at the Future of Its IDFA?

It now allows app developers to send promotions via push notification

Apple’s recent changes to its developer guidelines regarding push notifications have some in the mobile advertising community wondering if the tech giant is taking another step toward changing how it identifies and tracks users.

The developer guidelines previously stated that push notifications “should not be used for advertising, promotions, or direct marketing purposes.”

That changed last week with an update that reads: “Push Notifications should not be used for promotions or direct marketing purposes unless customers have explicitly opted in to receive them via consent language displayed in your app’s UI, and you provide a method in your app for a user to opt-out from receiving such messages.”

On the surface, Apple’s changes may not be that drastic.



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