Although iOS has not officially blocked IDFA

[shapanqqcceqd]

On the other hand, the technology giant Google has actually been involved in this turmoil for a long time.
As early as the beginning of 2020, Google had already announced that its Chrome would completely block third-party cookies that can obtain user information and have functions very similar to IDFA in 2022, and was preparing to launch the "Trust Token API" as an alternative. The details of this API are not yet clear. What is currently known is that the API will encrypt user data, allowing websites to process and transmit advertising-related information while keeping the user's identity confidential.

But even if everything is not clear, Google's actions have alarmed governments around the world. The British government announced in early January that it would investigate whether the move affected fair usa whatsapp competition in the market; and in an earlier antitrust hearing, the U.S. government was accused of Google blocking third-party cookies in order to monopolize advertising recognition channels for profit.

An Google's alternative has not yet been launched; what is known is that
the withdrawal of IDFA is by no means the end, but the prelude to the next battle for advertising identification rights.

Because in addition to the update of application tracking transparency, APPLE also updated SKAdNetwork2.0. This advertising recognition mechanism that APPLE has launched for several years has been ignored because it is far less useful than IDFA. However, while APPLE cracked down on IDFA in the iOS14 update, it also updated SKAdNetwork to 2.0, obviously hoping to replace IDFA. .