Apple’s ‘privacy’ changes undermine international advertising best practices

Apple’s decision to require users to opt-in to its IDFA tracking has understandably disrupted the ad tech ecosystem. Its new measures, albeit now delayed until “early” 2021, ignore current initiatives from the IAB around transparency and privacy-first best practices.

The IAB-led initiatives I’m referring to include ads.txt, app-ads.txt, sellers.json, the GDPR Transparency and Consent Framework (TCF), and the Open Measurement SDK. Each of these solutions was created to help standardize marketing practices around the world. And in doing so, the IAB managed to help simplify digital advertising processes while making them more open and transparent to all parties.


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