Consider it a license plate for your phone, Gebhart said. It’s centered around a four-letter acronym: IDFA, the Identifier for Advertisers. What will it mean for the smartphone now that apps have to ask? Let's dive in. That includes activity on smartphone apps, and most of the time, this happened without tracking systems asking permission. The internet's evolution gave rise to tracking systems that started simply enough - what websites you visited - and evolved into a vast surveillance system in which just about any web activity is often logged, shared and sold. ![]() “What Apple’s doing is both totally revolutionary in shaking up the mobile app ecosystem, and it’s also really normal,” said Gennie Gebhart, a privacy researcher at the Electronic Frontier Foundation, a nonprofit in San Francisco that advocates for privacy online. And while it might seem like a simple pop-up option, it's a change that has already sent shockwaves through the app economy - including at Facebook and Google, the internet’s two biggest ad businesses. The iPhone maker's smartphone software received an update Monday that is now asking users if they want to allow apps to track their digital activity.
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