Technology Elevation
Apple Privacy Change Poised to Boost the Power of its App Store
The digital advertising industry is bracing for a seismic shift when Apple updates its iPhone software in the coming weeks.
The move, known as App Tracking Transparency (ATT), will require app developers to obtain permission before collecting a unique identifier known as the IDFA on every iOS device.
A large number of users are expected to say no. Developers and advertisers are now using IDFA to target mobile ads and track their effectiveness. Apple has repeatedly stated that the platform change, announced in June, is about privacy.
However, digital advertising experts believe Apple may benefit from a side benefit: Apple has gained more control over its App Store, giving it more say over the types of apps that become popular and earn millions of dollars through the store.
It may make it more difficult for app developers to entice users to download their apps through in-app advertisements.
This could help Apple direct customers to the apps it chooses to highlight in the App Store for its own commercial purposes.
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