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Apple’s iOS 10 will give users more privacy — but it could affect the advertising industry

Last week, Apple unveiled a new update to its Limit Ad Tracking on the next version of iOS 10, which will give users much greater control over their Identifier for Advertising (IDFA).

Right now, Limit Ad Tracking alerts mobile developers and advertisers that users do not want ads targeted based on their behavior, but it sends the alert with their IDFA attached. With the iOS 10 update, users who have turned on Limit Ad Tracking will effectively become anonymous to advertisers, according to Fiksu.

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