Apple has revealed to advertisers that App Store search ads served in a non-targeted fashion are just as effective as those relying on targeting via first-party data.
The ad identifier - aka “IDFA” on iOS, or “AAID” on Android - is the key that enables most third-party tracking on mobile devices. Disabling it will make it substantially harder for advertisers and data brokers to track and profile you, and will limit the amount of your personal information up for.
Apple has revealed to advertisers that App Store search ads served in a non-targeted fashion are just as effective as those relying on targeting via first-party data.