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A history of IDFA – Apple’s privacy U-turn
Apple’s recent announcement of changes to IDFA, its proprietary user identifier, signals a significant step change in the company’s approach to in-app user privacy by giving the user the upper hand for the first time. Not only that, the change is representative of a trend and a general change in attitude that we’re seeing in all areas of technology and privacy law. An attitude change from Apple User privacy hasn’t always been a leading message for Apple. Back in 2010, the tech giant was sued for sharing user information without permission via the UDID (Unique Device Identifier), which…
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The Permutive Team
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