Navigating App Tracking Transparency: Impacts and Challenges

This chapter explores the effects of Apple's App Tracking Transparency framework on mobile measurement partners and the complexities of app attribution in the iOS advertising landscape. It highlights challenges such as managing fragmented data, the adoption of Apple's Ad Attribution Kit, and the dichotomy between fingerprinting and probabilistic modeling. The discussion emphasizes the need for independent measurement companies to ensure fairness and transparency in the evolving app economy.