Glossary | A | Apple App Tracking Transparency (ATT)

What is App Tracking Transparency (ATT)?  

Apple’s App Tracking Transparency, or ATT, is a feature that requires apps running on iOS 14.5 and beyond to ask for permission to track user activity across apps and websites via Identifier for Advertisers, or IDFA. These requests provide a brief explanation of the data that that app wants to track, and how the data will be used.  

Apple introduced App Tracking Transparency to give people more control over their data privacy and help them make better-informed choices about who can share their data.  

Importantly, App Tracking Transparency only applies to a developer’s ability to track data outside of their own app. Developers are still able to collect and use first-party customer data generated inside their own apps.