AppTrackingTransparency

AppTrackingTransparency (ATT) framework is Apple’s new IDFA opt-in mechanism introduced with iOS 14.5. Essentially, it requires apps to ask for a user’s consent before sharing tracking or advertising related data with third parties. 

As a result, Apple’s unique identifier for advertisers (IDFA) will be unavailable unless a user actively opts-in. 

What will AppTrackingTransparency (ATT) change? 

Publishers and advertisers will need to change their approach in a number of ways to maintain their edge on iOS 14: 

• Focus on maximizing user opt-in by keeping the consent flow at front-of-mind when considering UX. Here’s how MAX developers are handling the changes to ensure they don’t get hit on the bottom line. 
• Use alternative methods for tracking LAT users. Apple’s SKAdNetwork provides an alternative. Another method that will provide a more detailed approach is probabilistic attribution via your MMP. 

More key iOS 14 terms: 

• IDFA
• SKAdNetwork
• LAT
• Probabilistic Attribution
• Conversion Modeling