What is IDFA?

IDFA stands for Identifier for Advertisers, which is a unique id assigned by Apple to a user’s device. Android has its own identifier version called Android Advertising ID, or AAID. 

Advertisers use this identifier to track data in order to create customized advertising. 

It’s similar to how cookies work on the web—it enables advertisers to understand actions an iPhone user is taking, such as installing an app or clicking on an ad. Apple essentially created the IDFA to track ads. 

How does IDFA work?

An IDFA is used to track app users on an iOS device without giving away personal information.

In 2021, Apple has made changes to focus on user privacy and will give users the ability to opt-in or opt-out of ad tracking, through an option called LAT or “limit ad tracking.” If a user enables this option, their information will not be shared and they can’t be shown targeted ads.

Here’s how developers using MAX can prepare for iOS 14.

Interested in learning more?

Keep up with the latest mobile gaming trends.

Visit our blog