Quick definition: App Tracking Transparency is an Apple privacy feature that requires apps to request user permission before tracking their activity across other companies’ apps and websites for advertising or data sharing purposes.
Explanation
App Tracking Transparency (ATT) is a privacy framework introduced by Apple in iOS 14.5 that requires mobile applications to obtain explicit user permission before tracking their activity across other companies’ apps and websites. When a user opens an app, they are presented with a prompt offering two choices: Allow or Ask App Not to Track. If a user denies permission, the app is blocked from accessing the device’s Identifier for Advertisers (IDFA), a unique code traditionally used by marketers to link user behavior across different platforms for targeted advertising and campaign measurement.
A common misconception is that selecting Ask App Not to Track stops all data collection or removes ads entirely; in reality, it only restricts cross-app tracking and sharing with third parties, while ads may still appear based on first-party data. Another myth is that ATT tracks physical location, whereas it specifically monitors digital activity. By shifting to an opt-in model, ATT empowers users to control their digital footprint and limits the ability of data brokers to build intrusive personal profiles.
Why it matters
- – Gives you the choice to decide which apps can follow your activities across other companies’ apps and websites
- – Reduces the amount of personal data shared with third-party advertisers and data brokers without your explicit consent
- – Increases transparency by requiring apps to explain why they want to track you before they can access your device’s advertising identifier
How to check or fix
- – Access your device’s privacy settings to locate the section dedicated to activity tracking
- – Review the list of applications that have requested permission to monitor your behavior across other platforms
- – Toggle the master setting to prevent all applications from showing tracking request prompts automatically
- – Adjust permissions for individual applications to revoke or grant access based on your specific privacy preferences
- – Regularly audit your settings to ensure new applications are not tracking your data without your awareness
- – Look for summaries of how applications utilize the permissions you have granted to better understand their data collection habits
Related terms
IDFA, SKAdNetwork, Privacy Policy, Data Broker, User Consent, AdAttributionKit
FAQ
Q: What is App Tracking Transparency (ATT)?
A: ATT is an Apple privacy framework that requires apps to ask for your explicit permission before tracking your activity across other companies’ apps and websites.
Q: What happens if I select Ask App Not to Track?
A: The app is prevented from accessing your device’s advertising identifier (IDFA) and is legally prohibited from using other data to track you for advertising purposes.
Q: Can I change my tracking preferences after making a choice?
A: Yes, you can manage or revoke tracking permissions at any time by going to your device settings under Privacy and Security and selecting Tracking.