Apple’s privacy changes—especially App Tracking Transparency (ATT)—didn’t stop tracking so much as break one of the main pipes used to connect identity across apps. That forced ad networks (including Meta and others) to rebuild their systems around weaker, more indirect signals. Here’s what actually changed. 1) What ATT actually did App Tracking Transparency requires apps on iOS to ask: “Allow this app to track your activity across other companies’ apps and websites?” If the user says no, the app cannot access the IDFA (Identifier for Advertisers). That matters because IDFA used to be: • a stable device-level advertising ID • shared across apps • resettable but persistent enough for long-term tracking So ATT effectively: • cut off the easiest cross-app identity connector on iPhones 2) What got broken (significant disruption) A) Cross-app tracking collapsed Before ATT: • App A knows you installed App B • Both apps can share the same advertising ID • Ad networks stitch behaviour to...
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