Jun 12, 2022
In General Television
Apple will publicly release its iOS 14.5 software Coinbase User List update next week, and with it enforce a hotly anticipated App Tracking Coinbase User List Transparency (ATT) framework intended to safeguard user privacy, the company announced Tuesday. As part of the initiative, Apple is making its mobile Identifier for Advertisers (IDFA) an opt-in feature, meaning apps must request user’s permission to track them or to access their device’s advertising identifier. Developers must also include a “purpose string” in the system prompt stating why they want to track the user. A more formal rollout date for ATT Coinbase User List and IDFA heralds significant disruptions for the mobile advertising ecosystem, with major platforms like Facebook expected to take a revenue hit. The announcement was one of several Coinbase User List Apple made earlier this week around its Spring Loaded company event. Dive Insight: Apple previously stated the IDFA changes would go into effect in early spring, but this week’s announcement sets a firmer deadline for developers to ensure their apps are privacy-compliant. The implementation of IDFA was initially Coinbase User List supposed to take place last year but was delayed due to pushback from advertising platforms. IDFA is significant because it makes a widely used mobile ad-tracking tool an opt-in feature rather than being opt-out. The IDFA is a unique code preinstalled on each Apple device, including iPhones and iPads, that apps can use to glean more information on users. Making it opt-in sounds like a small adjustment, but many consumers are expected to choose not to be tracked, even if they know that allowing a measure of surveillance will provide more personalized user experiences and advertising.