IDFA
What is IDFA?
IDFA stands for Identifier for Advertisers, which is a unique ID assigned by Apple to a user’s device. Android has its own identifier version called Android Advertising ID, or GAID.
When IDFA was first released by Apple in 2012 with iOS 6, they gave users the option to reset their IDFA. Years later, with the release of iOS 12, Apple introduced LAT (Limit Ad Tracking), allowing users to block access to their IDFA. In April 2021 Apple released iOS 14.5, and IDFA changed to user consent, meaning users need to opt-in through ATT (AppTrackingTransparency).
How does IDFA work?
It’s similar to how cookies work on the web—IDFA enables advertisers to understand actions an iPhone user is taking, such as installing an app or clicking on an ad. Apple essentially created the IDFA to track how app users engage with ads on an iOS device without giving away personal details.
Why is IDFA important?
IDFA is the primary way for mobile advertisers to track, optimize, and manage campaigns on iOS devices. As it transitions to opt-in, that data will be lost for many users and the framework available from Apple will be SKAdNetwork.
Here’s how publishers using MAX can optimize for revenue with the changes from iOS 14.