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How Will iOS 14’s Tracking Protection Feature Impact Ad Distribution?

GAFA (Google, Apple, Facebook, and Amazon) is known as the largest and most dominant IT firm. Of the four companies, Apple states that it “believes that privacy is a fundamental human right,” claiming that it will no longer use personal information for advertising. This attitude has led to differentiation from other companies and has been a part of the success Apple has had in increasing their market share. Apple released iOS 14 this fall, and it was announced that it will add an ad tracking protection feature to enhance user privacy and security. However, this announcement has become controversial from the advertisers point of view. In this article, we will…