What is IDFA?

IDFA stands short for Identifier for Advertisers, which is Apple’s unique identifier assigned to each user device. This ID allows advertisers to target users and track their behavior on iOS devices. 


For years, IDFA has been a staple of in-app advertising. It provides advertisers with user-level insights that help them optimize their ad campaigns according to user characteristics and behavior. 

As this data is shared among different companies, IDFA represents a user privacy issue. For this reason, in 2021, Apple introduced a new privacy framework called ATT, making it mandatory to ask users for consent before accessing their IDFA.