Apple’s ATT

In plain words, ATT stands for Apple’s AppTrackingTransparency framework that implies users’ authorization of developers’ access to their IDFA, as well as their app-related data tracking across third-party apps and websites. 

What is AppTrackingTransparency? 

The ATT mechanism is aimed at providing users with higher transparency and greater control over their app-related data and who can utilize it, hence ensuring they have more tools to safeguard their data privacy. 

From the UX/UI perspective, Apple’s ATT implies a developer must display a notification explicitly requesting users’ opt-in for the app’s ability to access their IDFAs and track app-related data. In case the permission isn’t granted, the developer won’t be able to track a user/a device across apps, while their IDFA value will be the mere zeros. 

More importantly, a user can also browse requested & already granted tracking permissions, and update their choices accordingly anytime, in their iOS device Settings.

ATT Enforcement Timeline

Although initially introduced back in iOS 14, the ATT framework hadn’t been enforced until the release of iOS 14.5 in April 2021, so that a majority of developers would have enough time to prepare for its launch. 

Potential Challenges with Apple’s ATT

While the ATT enforcement was long-awaited, the perspective of losing access to a share of users’ IDFAs due to the new Apple’s opt-in policy hasn’t evoked the most optimistic forecasts from the side of developers. In particular, according to various surveys the overall share of opt-ins is expected to be around 28 to 40% across various verticals. 

Nonetheless, it may not be as bad as it looks.

In particular, as analysts admit, users’ loyalty to a brand and their actual intent to utilize a particular mobile app may potentially encourage their opt-ins to app tracking. In fact, the stronger the brand affinity and the higher the brand trust, the more eager its customers will be to enable tracking by the relevant mobile app.

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