Posts by Permutive
IDFA – the next third-party ID to fall
Apple’s user privacy crusade is once again shaking up the ad ecosystem – this time, in-app. A quick recap of IDFA… IDFA (ID For Advertising), Apple’s proprietary advertising identifier, performs a similar function in-app that third-party cookies do in-browser. Tied semi-permanently to user devices, IDFA has facilitated in-app user targeting and data attribution for eight…
Read MoreA 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…
Read MorePutting privacy first: addressing the identity crisis
There is a growing consensus within the advertising industry that the demise of third-party cookie tracking is an opportunity. Advertisers, agencies, publishers and analysts are all in favour of a fairer internet – as our Make Possible series of events shows. But we also acknowledge that there are still steps to take, and that…
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