Every Apple device has an Identification for Advertisers (IDFA) code that advertisers use to track you. That way, they̵
If you’re watching an Instagram video and seeing an advertisement for a product, you can tap it to find out more. If you’re playing a game and see an advertisement for another game, you can tap it to download the proposal. That’s the goal of the ads, but advertisers need to know when they’ve been successful.
To do this, Apple implemented IDFA codes that advertisers can use to identify your device, but not you. It’s a balancing game between tracking and anonymity. Companies like Facebook rely on the IDFA code for much of their mobile ad revenue.
Apple previously announced that developers of apps and games with ads starting with iOS 14 would have to display a request for permission to provide their IDFA code to advertisers. Of course, developers (who rely on ad revenue) weren’t happy, and Facebook complained loudly.
Apparently these complaints have worked, at least for now. Apple announced in an update that it would delay its plan to require approval. However, the company continues to plan to implement the privacy feature and gives developers time to implement the change. As stated in a developer update:
We want to make sure that users can choose whether or not to be tracked by an app. In order for developers to have time to make necessary changes, apps must be given permission to track users starting early next year.
While developers can implement the new requirements dialog if iOS is deleted, they don’t have to do so until 2021. This seems to improve the balance between advertising and developers as Apple announces its “focus on” privacy for users.
Source: Apple via The Verge