In Europe, cross-app, cross-browser & cross-device tracking is on very thin ice legally under the GDPR, so I'm not surprised Apple finally curbs the use of "sticky" identifiers on their devices. Honestly, it's a bit shameful that a device that is marketed as the gold standard in privacy would even support such an identifier in the first place, it has literally no purpose beyond mining peoples' data. Now that the thir…
Having been on both sides of the table, I would slightly disagree here. Fraud prevention for example will get an order of magnitude harder, plus this move will further skew the playing field towards FAANG who have the resources to puzzle the scraps back together for decent conversion tracking with the help of logins, IPs, SDKs with First Party IDs and a massive dose of machine learning.
Those are not exempt from the GDPR either. Granted, at the moment there’s very little enforcement around these (especially IP addresses despite their huge tracking potential) but once enforcement is stepped up there shouldn’t be any difference whether it’s a FAANG or a small company doing it).