Apple ATT

App Tracking Transparency (ATT)

Apple ATT (App Tracking Transparency) is a user privacy framework introduced with iOS 14.5 in 2021. The introduction of ATT has had a major impact on the mobile advertising ecosystem.

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.