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All apps submitted to the App Store must have App Tracking Transparency enabled on April 26.
App Tracking Transparency is a controversial feature that will automatically opt Apple device users out of ad tracking. Companies will no longer be able to use the ID for Advertisers (IDFA) unless specific permission is granted either through a pop-up notification or in settings.
Apple says that any app found trying to circumvent App Tracking Transparency will be rejected from the App Store. Apple encourages developers to explain to users why they should allow tracking when the dialog appears.
Companies like Facebook have protested the new feature, stating that it could affect advertising for small businesses and impact revenue. Facebook felt so strongly about the feature that it took out full-page newspaper ads and started a public media campaign against Apple's decision.
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