- Blog
- Advertisers
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…
Written by
The Permutive Team
You may be interested in
Permutive Appoints Agency Chief Eileen Kiernan to Board of Directors
Learn MorePermutive earns top G2 rankings in Spring 2026 Report, including DMP Leader
Learn MoreKeep going, there's more to uncover.
Permutive Appoints Agency Chief Eileen Kiernan to Board of Directors
Experienced media leader will work with executive team to further disrupt how advertisers experience the open internet through high fidelity publisher audience
Permutive earns top G2 rankings in Spring 2026 Report, including DMP Leader
Permutive has earned five badges and twelve #1 rankings in the G2 Spring 2026 Report, including DMP Leader and Momentum Leader. Here's what our users said.
From scale to accountability: The new agency value equation
Discover how leading agencies are rebuilding efficiency and accountability in programmatic media. Learn the 3-step blueprint to reclaim ROI, reduce waste, and deliver verifiable performance through data-enriched PMPs.
The curation revolution: Rebuilding trust and transparency in programmatic
Discover how leading agencies are rebuilding efficiency and accountability in programmatic media. Learn the 3-step blueprint to reclaim ROI, reduce waste, and deliver verifiable performance through data-enriched PMPs.
The performance paradox: Why programmatic efficiency is broken
Discover how leading agencies are rebuilding efficiency and accountability in programmatic media. Learn the 3-step blueprint to reclaim ROI, reduce waste, and deliver verifiable performance through data-enriched PMPs.
The new agency value equation: Reclaiming client ROI from programmatic waste
Discover how leading agencies are rebuilding efficiency and accountability in programmatic media. Learn the 3-step blueprint to reclaim ROI, reduce waste, and deliver verifiable performance through data-enriched PMPs.