Apple recently updated the privacy policy of the App Tracking Transparency (ATT) function, allowing users to opt-out of the official IDFA label as well as other types of tracking.
After the ATT function is enabled in iOS 14.5, which is scheduled to go online this spring, apps and web pages must obtain user permission before tracking users across apps and websites. If the user chooses not to be tracked, the developer must comply.
However, the ATT function is not only applicable to users’ advertiser identification code (IDFA) tracking tags. Apple announced on Wednesday that if users opt-out of tracking, Apple will want developers to stop using any identifiers for ad targeting, including hashed email addresses or phone numbers.
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The application is required not to use other forms of identifiers for tracking, which is slightly different from the implementation of IDFA. Since Apple controls IDFA, it can prevent applications from seeing the identifier through technical means. For other forms of tracking, this is a policy. Apple will require developers to comply.
If an app does use methods other than IDFA for tracking, then this information must be displayed in the App Store privacy nutrition label. Apple also requires developers to let users know why they are being tracked.
After this feature is launched, users will also be able to fine-tune the application tracking method. They can change the tracking permissions of applications at any time, and even enable or disable tracking of all applications with one switch.
Apple also made it clear that ATT’s policies and functions also apply to official apps. However, users will not see tracking tips for Apple apps because the company will not track users across other apps and websites for advertising targeting purposes.
