Limit Ad Tracking (LAT)

What is Limit Ad Tracking?

Limit Ad Tracking (LAT) is a privacy feature available on iOS devices since the release of iOS 10 in 2016. It allows users to opt-out of personalized advertising by preventing advertisers from accessing data about their device activity.

When LAT is enabled, the device's Identifier for Advertisers (IDFA) is zeroed out. This means that instead of a unique identifier, advertisers and measurement providers receive a string of zeros for a given device, effectively anonymizing the user.

Why is Limit Ad Tracking Important?

Before the release of iOS 14, LAT was the main method for iOS users to opt-out of sharing their IDFA. With iOS 14 and later versions, Apple introduced the App Tracking Transparency (ATT) framework. Now, users are presented with a prompt asking if they allow tracking. Only if users select "Allow Tracking" will their IDFA be shared with advertisers.

In terms of fraud prevention, LAT played a significant role. Criminals had previously attempted to conceal install fraud by enabling Limit Ad Tracking, thus masking their activities. However, the introduction of ATT has further strengthened user privacy and security against such fraudulent practices.