Apple has released an update in iOS 10 that lets users opt out of interest-based advertising by masking their device’s IDFA (Identifier for Advertisers).
While Apple has allowed users to opt out of interest-based advertising since iOS 6 by resetting their IDFA or by activating Limit Ad Tracking (LAT) in user settings, developers were still able to use IDFAs for functions like frequency capping, fraud detection and attribution.
But not anymore. With the release of iOS 10, September 2016, Apple has completely hidden the IDFAs of users who enable LAT, obscuring the identifiers with a string of zeros. Roughly 10-15% of iOS users are expected to activate the setting, according to Singular’s analysis and industry estimates, causing concern among marketers who wonder whether masked IDFAs will create a hole in their attribution data.
Singular's solution - The Singular Attribution Engine attributes new and re-engaged installs and events regardless of whether an IDFA is available (and without any action required from customers who have the Singular SDK installed).
Here’s how we do it: For the vast majority of iOS users who do not enable LAT, it’s business as usual: Singular continues to attribute users by applying its deterministic, IDFA-based attribution.
But in instances when a valid IDFA is not detected, Singular’s fingerprinting-based matching algorithms kick in to connect unique device attributes (derived from the user agent, IP address and other properties) and assign an identifier for future attribution of these devices. Our fingerprinting engine automatically limits the attribution window to 24 hours, where the accuracy rate is over 95%.
All in all - with Singular's technology the affect of the limited Ad Tracking introduced in iOS 10 will be negligible.