With App Tracking Transparency, developers need to get user permission to access IDFA. Only 4% of Americans choose to do so, and the global opt-in rate is only 12%.
Chinese tech giants had hoped to avoid this by switching instead to CAID: the Chinese Advertising ID. Apple’s rules explicitly forbid this type of workaround, but large developers were gambling on Apple being afraid to ban popular apps that might limit the appeal of iPhones in China.
However, Apple did indeed enforce its ban on CAID, preventing the workaround from being used, and killing demand for it.
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See also Twitter and others to start directly reporting you to your bosses for you to be fired for having opinions