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Post-IDFA Alliance will address concerns of mobile app and game marketers

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Apple’s decision to emphasize user privacy over targeted advertising has the advertising and mobile game industries worried. So much so that the adtech companies have formed a new alliance to help address the concerns of mobile marketers and app publishers.

Apple is changing its policy with an upcoming version of its iOS 14 mobile operating system to require users to opt-in if they want to share their data, in the former of the Identifier for Advertisers (IDFA), with advertisers. And so the marketers and app publishers have formed the Post-IDFA Alliance.

The alliance includes mobile marketing firms Liftoff, Fyber, Chartboost, InMobi, Vungle, and Singular. It represents a broad spectrum of companies instrumental to the