It can’t rain forever: Finding the good side of IDFA


The imminent enforcement of the AppTrackingTransparency (ATT) framework by Apple with iOS 14.5 is causing many in the mobile ad tech ecosystem to sound the alarm. Finally, once it goes live, the Advertiser Individual ID (IDFA) is largely unavailable to most people, meaning that the user-level targeting that has underpinned digital advertising for at least a decade is not possible for the majority of users is the iOS ecosystem.

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Jeffrey Rabinowitz