Ad spend is barely impacted by the new Apple IDFA restrictions at worst, and even slightly up according to at least one ad company, but iOS 14.5 adoption has been unusually low.
Scrambling to find a way around Apple's new app tracking rules, publishers have come up with a server-to-server fingerprinting technique that is able to fly below the radar.
The Apple privacy complaint is significant as France Digitale is a major lobbying organization, representing over 2,000 companies that include most of the country's venture capital firms and entrepreneurs.
The new Apple IDFA terms will soon require apps that use ad tracking to obtain consent via a pop-up. Facebook is pre-empting it with their own pop-up that tries to convince the user to opt in.
Google apps will no longer use the Apple IDFA or any other information that falls under the new privacy terms for ad tracking, which it says relieves it from having to present users with an opt-in pop-up.