AdTech Privacy: What You Need to Know to Continue to Measure Success on Apple Devices

by Napkyn Analytics

ATT, IDFV, and IDFA: Changes, Implications & Impacts to
Mobile Advertising, and Recommendations for Moving Forward

Apple has not been hesitant to share its view on global data privacy reforms. In 2019, Apple CEO, Tim Cook spoke at the Computers, Privacy, and Data Protection (CPDP) conference in Brussels stating “It is time worldwide laws and new international agreements that enshrine the principles of data minimization, user knowledge, user access, and data security across the globe.” In the two years since, Apple has worked to deepen its core privacy principles, set new industry standards for data minimization, user control, and on-device processing, and have deployed powerful, new requirements to advance user privacy throughout the App Store ecosystem. At this year’s CPDP, held on Data Protection Day 2021, Tim Cook spoke again, this time sharing more details about privacy changes in iOS 14, including ATT – App Tracking Transparency.

ATT is a consent-based framework that requires a request for permission from app users to use data this way, just as an app must request permission to use the camera or location services on a mobile device.
The difference from the status quo is that before ATT, the assumption is that data can be used this way unless a user explicitly opts out of targeted advertising by turning the capability off in their device’s settings. Now, a user must explicitly opt-in.

“39% of mobile marketers world-wide expect Apple’s planned changes to iOS14 will reduce identifiers for advertisers (IDFA).”

AppsFlyer and MMa Global “Apple IDFA and iOS14:
New Challenges, New Opportunities for Marketers”
Nov 17, 2020

This e-Guide outlines what the changes introduced with ATT actually mean, what the implications are to measurement in mobile advertising, and recommendations for what Brands and Agencies need to do to move forward in light of these changes and similar ones likely to come from other vendors.

What’s Inside:

  1. Tracking IDs for Apple Devices
  2. What is changing with ATT?
  3. More than just the Apple IDs
  4. What are the implications?
  5. Are you affected?
  6. What you can still do?
  7. Why is SKAdNetwork different?
  8. Embracing the Future of Marketing Attribution
  9. Key Takeaways


Napkyn Analytics

Digital Analytics Consulting & Engineering Company

Napkyn Analytics is a digital analytics consulting and engineering company that provides services across Data Enablement, Data Quality, Data Analysis and Data Activation.

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