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Apple’s mobile operating system update, iOS 14.5, went live today with a highly anticipated, long-awaited privacy feature the company first announced way back in June 2020: App Tracking Transparency. But you might not notice it on your iPhone in the near future.
With App Tracking Transparency, apps will have to ask users for their permission to access Apple’s Identifier for Advertising (IDFA), a unique code assigned to mobile devices. Data brokers and ad marketers use this IDFA to track users across apps, combining their behavior into one comprehensive user profile, which companies then use to send targeted ads.
Why Apple s new privacy feature is such a big deal
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Apple s iOS 14 5 privacy updates: more purgatory than paradise for users
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