In my latest Forbes article, I discussed a lesser-known announcement from Apple last month in regards to the required opt-in for the ID for Advertisers (IDFA). The IDFA is a number tied to the device that allows ad exchanges to track user interactions and behavior. The primary function is very similar to cookies in that it helps ad companies store data profiles and preferences for personalized messaging, regardless of which device you are logged into. In addition to targeting, the IDFA also helps with attribution and measurement. If you’ve never heard of the IDFA or are not aware that a…
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