What Mobile Marketers Need to Know About Zeroing Out IDFA
It’s been well documented that iOS 10 introduces many new privacy features. The one that has sent shockwaves through the mobile marketing and attribution industry is “Limit Ad Tracking” within device settings.
If a user turns on “Limit Ad Tracking” on their iOS 10 device, they effectively zero out the device ID (IDFA). Essentially a user opts-out of ad tracking and their device ID is completely hidden. This means it’s no longer possible to deterministically attribute installs and in-app activity resulting from advertising impressions shown to these users. (more…)