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Post-IDFA Alliance will address concerns of mobile app and game marketers

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

Apple’s decision to emphasize user privacy over targeted advertising has the advertising and mobile game industries worried. So much so that the adtech companies have formed a new alliance to help address the concerns of mobile marketers and app publishers.

Apple is changing its policy with an upcoming version of its iOS 14 mobile operating system to require users to opt-in if they want to share their data, in the former of the Identifier for Advertisers (IDFA), with advertisers. And so the marketers and app publishers have formed the Post-IDFA Alliance.

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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.