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Google spells out consequences of Apple’s privacy push and IDFA changes

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Apple has prioritized user privacy over targeted advertising, and Google is spelling out today what that means for itself as well as game and app developers.

Apple is advocating its App Tracking Transparency (ATT) policy, which will require developers to ask for permission when they use personal data from other companies’ apps and websites for advertising purposes, even if they already have user consent. It will ask users to opt-in if they will allow advertisers to use their data via the Identifier for Advertisers, or IDFA. Many tests show that many users won’t allow it, and that means they won’t be so easily tracked for advertising purposes.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.