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ARTICLE · 15 APRIL 2022

Apple And Google Bring Big Changes To The Ad Tech Industry

Davis+Gilbert LLP
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Two of the biggest names in the advertising technology industry are making fundamental changes to the way marketers track and target users using data collected on their platforms.

United StatesMedia, Telecoms, IT, Entertainment
Richard Eisert
Richard Eisert
Gary Kibel
Gary Kibel
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Two of the biggest names in the advertising technology industry are making fundamental changes to the way marketers track and target users using data collected on their platforms.

Apple's Monumental Changes

With the launch of Apple's iOS 14.5 last year, Apple changed its policy regarding app publishers' collection and use of its persistent identifier known as the "Identifier for Advertisers" (IDFA). Now, app publishers on Apple's platform have to receive a user's opt-in consent through Apple's new "AppTrackingTransparency" framework at the app level in order to access a user's IDFA for purposes of targeted advertising or advertising measurement.

This is a radical change from the prior opt-out regime.

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