With the release of iOS 14.5, Apple has implemented an obligation for apps to request users' permission for tracking them across sites and applications. Specifically, this change impacts the Identifier for Advertisers (IDFA) by forcing developers to request permission for tracking before accessing it.
As the IDFA helped track users across apps and sites, its main objective was to enable advertisers to measure conversions. For example, for attributing app installs following an ad or retargeting across digital properties.
This iOS update does not impact behavioral tracking of customers within a specific app or website. As a result, these changes have no impact on Optimove's SDK functionality.
For clarity, Optimove's capabilities were never tied to Apple's IDFA.