Apple's German ATT settlement lets apps re-prompt users who previously declined tracking
· 4h ago · Originally reported by PPC Land
Apple reached an agreement in Germany that allows apps to show a fresh App Tracking Transparency prompt to users who previously declined tracking. The seven-year terms also prohibit fees for IDFA access and set a 15-working-day App Review target for German developers. Questions remain about whether a second prompt meaningfully improves opt-in rates.
Why it matters
ATT opt-in rates determine how much addressable audience advertisers can reach on iOS, so any change to how often users can be re-asked could shift targeting and measurement economics across mobile advertising.
Explain it like I’m new here
It's like a store clerk being allowed to ask a customer again if they want to share their shopping list, even after the customer already said no the first time.
Terms in this story
App Tracking Transparency (ATT)
App Tracking Transparency (ATT) is Apple's framework, introduced with iOS 14.5 in 2021, requiring apps to ask users' permission before tracking them across other companies' apps and websites or accessing the IDFA.
IDFA
IDFA (Identifier for Advertisers) is Apple's resettable advertising identifier for iPhones and iPads, which apps can access only if the user grants permission through App Tracking Transparency.
Go deeper
Related stories
Video podcast
A video podcast is a podcast episode with a video track, watched on YouTube, Spotify, Apple Podcasts or Netflix. How it is delivered, sold and measured today.
AppsFlyer pilots AI agent that adjusts Apple Ads bids after marketer sign-off
AppsFlyer is testing an agent in closed beta that proposes Apple Ads bid changes based on estimated share of voice per keyword and geography, executing only after marketer approval. The setup includes four MCP tools that bring in fraud…
Column: Ad Tech Faces Apple's Continued Pressure as Industry Assesses Its Position
In a weekly opinion column, ExchangeWire's Shirley Marschall reflects on ad tech's ongoing conflict with Apple, using Buffett's 'swimming naked' metaphor to argue the industry failed to anticipate how shifting platform policies would upend…
Debate Emerges Over AI Token Capping in Marketing Sector
Apple is reportedly restricting how much its employees can use AI tokens, sparking discussion about whether similar limits should be adopted in marketing. The article examines arguments for and against capping AI usage in the industry.
Instagram Uses AI to Move Teens With Adult Birthdays Into Teen Accounts Globally
Instagram is deploying AI to identify users who claim to be adults but are actually teens, moving them into teen-specific accounts worldwide. In Australia, the platform now cross-checks ages with Apple's age-range signals, with similar…
Apple patent outlines AI that regenerates app store screenshots per keyword
An Apple patent describes using Stable Diffusion models to redraw app marketing screenshots while preserving the headline and phone mockup, with dependent claims allowing keywords to come from the app itself. The approach would let…