In the past users who wanted to opt-out of being tracked could do so through Apple’s Limited Ad Tracking (LAT). Similar to how individuals can limit the information collected about them using Google’s Ad Personalization, iOS users could turn off their IDFA with LAT. Only about 30% of iOS users opted out of personalization through LAT, and mobile games advertisers were able to collect information about the remaining users through their IDFAs.
But as of April 26, 2021, the IDFA is no more and mobile advertisers are going to have to understand what they’ve lost. The switch to SKAdNetwork means limited, delayed and less granular data and presents new challenges to targeting and re-targeting, advertising revenue and install attribution. Mobile advertisers will need to adapt and shift their strategy.