Apple Just Castrated The IDFA, Sending An $80 Billion Industry Into Upheaval


That tremor in the Force you felt yesterday probably wasn’t shock at being able to text your car keys in Apple’s new iOS 14 or do real-time offline translation with Siri. Instead, it was Apple’s shot across the bow of an $80 billion industry.

The IDFA is dead.

Long live the IDFA.

Yesterday Apple announced iOS 14, its new mobile operating system for iPhones and iPads. The company did not announce, as mobile marketers expected, the death of the IDFA.

Instead, Apple essentially castrated the Identifier for Advertisers. Neutered it. Rendered it basically useless without actually killing it.

Get the full story in my post at Forbes …