Towards the end of January 2021, Apple announced a new
innovation in its iOS 14 mobile operating system. The feature,
called “
App Tracking Transparency” (ATT) is designed to enhance
an iPhone user's privacy by requiring all apps used on the
device to ask for explicit permission to track the user or the
device.
Generally, when a user opens and app on their phone, the app may
track the user across other apps and websites to direct targeted
advertising, to them, based on the user's demographics,
buying history and social media activity. Apple has previously done
this with software known as “the identifier for advertisers
(IDFA)”, which is able to track and identify a user without
revealing their personal information.
