What is App Tracking Transparency?
App Tracking Transparency (ATT) is Apple’s framework that compels iOS apps to obtain permission from users before tracking their activity across other platforms and websites. The goal of ATT is to keep customer data private and check its unauthorized access by companies seeking to make a profit.
App Tracking Transparency (ATT) is a feature of iOS14.5 or later. The newly released AppTrackingTransparency framework 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.
- Standard text: “Allow [AppName] to track your activity across other companies’ apps and websites?”
- Customized text from the app developer indicating the reason for collecting this data
- 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.