Apple's Identifier for Advertisers (IDFA) is a unique random device identifier Apple generates and assigns to every device. It is intended to be used by advertisers to deliver personalized ads and attribute ad interactions for ad retargeting. Users can opt-out of IDFA via the "Limit Ad Tracking" (LAT) setting (and an estimated 20% do).[1]
Starting in iOS 14.5, iPadOS 14.5, and tvOS 14.5, users are prompted to decide whether to opt-in or out of IDFA sharing before apps can query it. This choice can be altered in Settings.[2][3] In May, 2021, Verizon-owned advertisement analytics company Flurry Analytics reported that 96% of US users opted out of IDFA sharing.[4]
^"Identifier for Advertisers (IDFA) | Meaning". www.adjust.com. Adjust GmbH. Retrieved 2020-12-25. roughly 20% of iOS users cannot be tracked using the IDFA because they have enabled LAT.
^Krasnoff, Barbara (2021-04-26). "How to use iOS 14.5's new app tracking blocker". The Verge. Retrieved 2021-04-27.
^"User Privacy and Data Use". Apple Developer. Retrieved 2021-04-26.
^Axon, Samuel (2021-05-07). "96% of US users opt out of app tracking in iOS 14.5, analytics find". Ars Technica. Retrieved 2021-05-08.
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