When an app wants to track you across other apps or the web, it has to ask permission.Īpps are allowed to serve up a simple screen explaining why they want you to allow tracking, but it’s not necessarily checked by Apple for accuracy or truthfulness, and once you’ve given over your data to an app developer, they can change their mind about how they use it. By associating this identifier with other information, app developers have been able to build incredibly detailed records of how you use your iPhone or iPad, including in other apps and across the web. Your Apple devices have a unique number called an “advertising identifier” that can be used to uniquely identify your device for the purposes of ad targeting and tracking. What is App Tracking Transparency?Īpp Tracking Transparency (ATT for short) is a new feature of iOS, iPadOS, and tvOS 14.5 that requires applications to ask permission if they want to track your activity across other companies’ apps and websites. Now that it’s available, let’s take a look at what it is, what it does, and why you want to opt-in. ![]() The feature, called App Tracking Transparency, was supposed to ship with iOS 14 last fall, but Apple delayed the release to give developers more time to update their apps as required. ![]() With iOS 14.5, Apple is finally making good on a promise made at WWDC last summer to give iPhone and iPad users more control over the ways their data is tracked and collected by app developers.
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