In June of 2020, Apple announced that with the introduction of iOS 14, new privacy features would include consumer opt-in for permission to track. The rule requires apps to get explicit consent from consumers to access the device’s Identifier for Advertisers (IDFA) and transmit data to third parties.
After the October 2020 launch of Apple, IDFA and iOS14: New Challenges, New Opportunities for Marketers, AppsFlyer and MMA Global have partnered on a follow up survey of consumers on their views around Apple’s upcoming opt-in requirement and the use of their data in general.