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OPLIN 4Cast #743: The arms race to track you is heating up

Posted in 4cast

Each iPhone has a unique, device-specific i.d. that helps Apple and other companies track activity on the device. It’s called IDFA, Identity for Advertisers, and it’s like a cookie that you can’t delete, which makes it a very valuable advertising asset. Last summer, Apple announced that user privacy controls built into iOS 14 would explicitly ask you, for each app, whether to allow such tracking. Most commentators say the move effectively killed IDFA, because who’s going to say, “Yes! Please track me!”

When iOS 14 was released in September, Apple agreed to delay the IDFA opt-in requirement until “early next year.” As March marches toward a close, the tech world prepares for the change.

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