By Saif Jarad, managing director, Chain Reaction
Apple CEO Tim Cook has thrown a spanner in the works of advertisers and publishers who track their customers’ online behaviour with IDFAs (or Identifiers for Advertisers). During the “WWDC 2020” last June, Apple announced that iOS 14 would ask app users to opt-in if they want to be identified to advertisers, rather than being opted in automatically. Unsurprisingly, the news has been greeted unfavourably by the advertising and publishing industry.
With the upcoming changes to iOS 14, apps that want to use an IDFA will trigger a consent message saying: “[App] would like permission to track you across apps and websites owned by other
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