people standing under a giant umbrella with blue sky under it and gray clouds around it
The future of in-app advertising in the Apple mobile ecosystem is bright.
Jonathan Evans/Getty Images

Apple’s coming enforcement of the AppTrackingTransparency (ATT) framework with iOS 14.5 is causing many within the mobile ad-tech ecosystem to sound the alarm bells. After all, once it is live, the individual Identifier for Advertisers (IDFA) will be largely unavailable for most people, meaning that the user-level targeting that has underpinned digital advertising for at least the decade won’t be possible for the bulk of the iOS ecosystem.

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Prajwal Barthur

Voice Network BadgeVoice Network contributor, an ongoing writer for our guest opinion column.

Prajwal Barthur is vp of product, marketplace and CTV, at InMobi.