App Tracking Transparency (ATT)

App Tracking Transparency (ATT) is a feature of iOS14.5 or later that requires applications to ask users for their permission to track them across apps and websites owned by other companies. This is enabled by the newly released AppTrackingTransparency framework which powers the modal (also known as the ATT Prompt) that prompts the user to make a selection regarding their tracking preferences. Without explicit permission from the user, the IDFA will not be made available.

The ATT prompt has three components, although some apps have decided to include a pre-prompt to prepare the user for the official ATT prompt.

  1. Standard text: “Allow [AppName] to track your activity across other companies’ apps and websites?”
  2. Customized text from the app developer indicating the reason for collecting this data
  3. Two options: “Ask App Not to Track” and “Allow”

According to Apple, tracking refers to the act of linking user or device data collected from an app with user or device data collected from other companies’ apps, websites, or offline properties for targeted advertising or advertising measurement purposes.