Mobile marketing has always been the domain of alphabet soup. Now it’s getting even worse.
Apple’s App Tracking Transparency pop-up will be required for IDFA access as soon as March. While there’s a lot of information available about ATT in iOS 14, there’s also a lot of misinformation. I spent some time with Singular CTO Eran Friedman to separate the wheat from the chaff and get the real scoop.
ATT, of course, is all about consent. It’s about asking people if they agree to sharing their Identifier For Advertisers with app publishers for purposes of measuring marketing effectiveness, enabling new marketing, advertising to similar people, and other purposes.