A new study from the University of Oxford reports that App Tracking Transparency is largely living up to Apple’s privacy promises — but motivated advertisers are finding solutions that Apple can not stop.

43239 83991 app tracking transparency 1App Tracking Transparency (ATT), introduced with iOS 14, replaced the old Identifier for Advertisers (IDFA) and was intended to stop advertisers being able to track a user’s internet or app use without their permission. It’s already been partially responsible for Facebook’s reduced revenue growth.”Goodbye Tracking? Impact of iOS App Tracking Transparency and Privacy Labels,” is a new research paper from computer science specialists at the University of Oxford, UK. The authors confirm that ATT is working, but note that Apple itself is tracking users, argues that the privacy measures have prompted workarounds, and also criticizes Apple’s “nutrition labels.”

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