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'Limit Ad Tracking' Popular in U.S. After iOS 10, Global Awareness 'Stagnant'
Approximately 18 million iOS users in the United States have turned on Apple's "Limit Ad Tracking" feature in settings, effectively preventing advertisements within apps from being targeted directly at them and their browsing habits. Based on a recent report from Adjust (via Advertising Age), that's now 20 percent of total iOS users in the United States who have LAT turned on.Although it's been available for users since iOS 6 in 2012, a tweak to the feature in iOS 10 lets users completely avoid what's referred to as an "Identifier for Advertising," which pinpoints devices with a unique ID number to serve up targeted advertisements. With LAT turned on, users now become ghosts to IDFA requests from ad networks, making tracking the behavior of an iOS user "significantly more complicated.
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