Glossary AppTrackingTransparency (ATT)

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AppTrackingTransparency (ATT) | Definition

What does AppTrackingTransparency mean?

Starting with Apple’s iOS 14 update, user consent for ad tracking will be managed through the AppTrackingTransparency (ATT) system. App developers will now be required to use the AppTrackingTransparency framework if their app collects data about users and shares it with third parties for purposes of tracking across apps and websites. After an update to Apple guidelines announced in early September 2020, through iOS 14 beta 7, there will be a transition period where the ATT framework will be included in iOS 14 but its behavior will be amended.

Starting in 2021, ATT will not allow cross-website and cross-app tracking app tracking, including the IDFA being unavailable, unless the user actively opts in.

Why is AppTrackingTransparency important?

Apple’s new ad tracking guidelines will mean app developers will need to change their approach to managing user consents for ad tracking. This will mean keeping consent front of mind when designing UX features to maximize user opt-in and ensuring that users are informed.

What do I need to do to prepare ahead of AppTrackingTransparency’s introduction?

Ahead of the full implementation of ATT in 2021, there are a few steps app developers can take to ensure they are not caught off guard.

1. Review: it’s crucial for app publishers to do a full internal review of current IDFA use. This will give you a solid understanding of where and how you use it, and how your business may be affected without it.

2. Consent: after doing a full review, user consent should be your next priority. After all, if users opt-in, you will be able to return to near-normal pre-iOS 14 activity - and it will become a real competitive advantage to have high consent rates.

3. Re-evaluate your BI stack: consent or no consent, the changes to the IDFA will have a big impact on how your BI stack works. Make sure you’re well prepared by looking into what different data sets are stitched together for your analytics - and figuring out how you can continue to stitch together this internal data after iOS 14 is released.

You can find more information on how to get ready for iOS 14 changes in our guide.