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Apple ATT refers to Apple’s App Tracking Transparency system, which is a user privacy framework introduced in iOS 14.5 in 2021. The introduction of ATT has had a major impact on the mobile advertising ecosystem as it changed the way app advertisers could target and track app users for UA.
ATT requires all iOS apps to ask users for permission to share their advertising data with third parties. This is done via a pop-up where users can opt in or out of data tracking. If users consent, the app can access their IDFA (Identifier for Advertisers).
As a part of this framework, Apple also introduced SkadNetwork, a solution for mobile app attribution and measurement. Learn more about IDFA and SkadNetwork.
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