Latest / NEXT with John Koetsier
Apple & the IDFA: privacy power move or cash grab?
In iOS 14, Apple is making the IDFA opt-in. Is this a privacy power move or a cash grab?
The IDFA is a device identifier that advertisers use to know who's engaging with their ads. It also helps ad networks target ads. In previous version of iOS, the IDFA has been default on, but users can turn it off. In iOS 14, keeping the IDFA on now means that each app must ask individually for permission to use the IDFA.
That's probably good for privacy, but it's tough on marketers and advertisers.
The question is: is Apple doing this primarily to increase privacy, or because what's bad for advertising…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.