Facebook, for example, will show users an “educational” screen before the official ATT prompt detailing how it plans to use the IDFA to improve a user’s experience—all in an attempt to nudge that user to press “allow.”

To track or not to track? New data on iOS app tracking opt-in rates contradicts earlier estimates, but may ultimately offer a clearer glimpse into consumers’ real behavior.

Understanding how marketing touchpoints contribute to revenues is one of marketers’ most challenging yet vital tasks. Being able to demonstrate this contribution can turn marketing from a cost center into an investment that effectively drives market share gains for a business. Even with the rise of digital advertising, attribution has remained difficult at best—but more marketers continue to work on the problem.

Apple is facing yet another potential hurdle to IDFA: As Chinese tech companies work on a new way to track users on mobile devices, Apple will be faced with either barring a slew of Chinese developers altogether or forging ahead on a policy with no teeth.

The upcoming iOS 15 changes, while still more limited than the pre-ATT state of affairs, are a much-needed aid for advertisers looking to optimize their measurement and attribution as much as possible in the privacy-centric world that Apple is building.

How to Confront Today’s Challenges, Including ATT and the Deprecation of the Third-Party Cookie. The perceived measurability and accountability of digital media have been among the biggest factors attracting advertiser budgets for years, but proving ROI has never been more important.