What is an IDFA?
IDFA stands for Identifier for Advertising and was first released by Apple in 2012 with iOS 6. The IDFA serves as a globally unique identifier assigned to an iOS device and is used in digital advertising for addressability, ad targeting, and deterministic attribution for campaign conversions.
With the release of iOS 6.1, Apple allowed iOS users to reset their IDFA. Later, with the release of iOS 12, Apple introduced the concept of Limit Ad Tracking, which allowed users to block access to their IDFA for tracking and advertising activities. With the release of iOS 14 in September 2020, IDFA access will be subject to a user’s opt-in consent to tracking through the AppTrackingTransparency framework that Apple announced at WWDC 2020.
This change will make availability of the IDFA scarcer as users opt-out of tracking, which has far-reaching implications for digital advertising. When the IDFA is unavailable, Kochava performs highly accurate probabilistic attribution to help advertisers understand the efficacy of their ad spend.