What Apple’s ‘Limit Ad Tracking’ Feature Means to Users

If you’ve ever wondered what the ambiguously named ‘Limit Ad Tracking’ option does in iOS, here’s a good explanation – along with a primer on UDID’s and IDFV’s. Then again, ignorance is bliss.

“You can turn on iOS 6’s “Limit Ad Tracking” feature, but there seem to be a lot of misconceptions about what this does. It does not prevent an advertiser from accessing and using your Advertising ID. In fact, Apple specifically allows advertisers to use it for “frequency capping, conversion events, estimating the number of unique users, security and fraud detection, and debugging” when you have Limit Ad Tracking turned on. What it does do is set a flag on the device that tells advertisers to not use your Advertising ID to serve you targeted ads. It’s not entirely clear how this flag will be enforced.”

What Apple’s ‘Limit Ad Tracking’ Feature Means to Users

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