In iOS 14.5, Apple will introduce a major innovation in the area of advertising tracking with the ATT (App Tracking Transparency) feature. Now the company has once again confirmed that these guidelines will come into force worldwide.
In a new communication explained Apple announced that the upcoming App Tracking Transparency guidelines will apply equally to all developers worldwide. The statement follows reports that the state-backed Chinese Advertising Association has developed workarounds and is encouraging the use of "CAID" identifiers as an alternative if the user does not allow IDFA tracking. App Tracking Transparency (ATT) has many facets. On a technical level, it requires an app to display a permission dialog and obtain the user's explicit consent to collect a so-called IDFA identifier catches up.
iOS 14.5 ATT feature. Apps that violate it risk being kicked out
The IDFA allows advertising networks to identify the same user device across apps from different developers, as the submitted IDFA does not change. This subsequently allows personalized advertising. However, Apple's guidelines for ATT are not limited to IDFA collection alone. Apple's rules state that an app may not perform cross-app tracking of any kind without first obtaining explicit permission. On a technical level, only the operating system can guarantee that IDFAs cannot be collected without permission. But the App Store rules include another part. This second part is enforced through the app review process. When the ATT feature comes into effect, if Apple finds apps that track users in other ways without consent, they risk being removed from the App Store. It remains to be seen how consistently and rigorously the company will enforce the new policy. (Image: Apple)
