무슨 발표인가
- iOS 앱이 사용자 데이터를 다른 회사 정보와 연결하려면 사전 허가 필수
- 마케터의 사용자 행동 인사이트는 사용자가 주동으로 추적 허가를 승인할 때만 가능
원문 (영어)
Marketers under pressure to support corporate revenue growth and demonstrate returns on all their ad spend know how important accuracy is in attributing app installs and other customer interactions to the marketing campaign that drove those contacts. Without it, you’re left guessing — or, worse, heading in the wrong direction — when making key decisions around optimizing your marketing investments.
Apple’s App Tracking Transparency (ATT) framework makes gathering accurate attribution data a much heavier lift.
What is App Tracking Transparency, and why does it matter for measurement?
ATT requires an iOS app to obtain permission from iPhone users before correlating user or device data it collects with information other companies gather through apps, websites, etc. This tracking is crucial for measuring a campaign’s success, but marketers’ insight into user behavior is inherently limited when it hinges on the user proactively granting permission for data tracking.
ATT in practice
Users grant ATT-compliant permission through the ATT prompt, a pop-up with Apple-required language. The prompt must display, “Allow [app name] to track your activity across other companies’ apps and websites?” Apps may include brief custom text designed to encourage the user to allow tracking, but the prompt can offer only two choices: “Allow Tracking” or “Ask App Not to Track.” Opting out is the default.
Apps are not required to include an ATT prompt. Those that don’t get explicit user permission will not be able to use the Identifier for Advertisers (IDFA) to track the user or Apple device. So that app’s provider will not be able to tie data it collects about the user’s activity within the app to other companies’ experiences with the same user (or device).
Requiring users to opt in has pu
원문: Branch Blog — "A Practical Guide to Apple's App Tracking Transparency | Branch" (2026-08-13) 공식 원문: https://www.branch.io/resources/blog/a-practical-guide-to-apples-app-tracking-transparency/
