OpenIDFA, A Solution To IDFA-Related App Store Rejections, Debuts | TechCrunch

Today is turning into a data news roundup:

Background: “last week, Apple began to reject apps that were pulling the IDFA identifier, but were not showing any ads”

Appsfire is proposing an alternative solution. Called “OpenIDFA,” the technology allows for the type of tracking use cases that Apple’s ban could prevent, while still protecting end user privacy by offering built-in expiration that prevents the possibility of long-term tracking.

via OpenIDFA, A Solution To IDFA-Related App Store Rejections, Debuts | TechCrunch.

Closing the loop: Google Takes Its Tracking Into The Real World

Google is beta-testing a program that uses smartphone location data to determine when consumers visit stores, according to agency executives briefed on the program by Google employees. Google then connects these store visits to Google searches conducted on smartphones in an attempt to prove that its mobile ads do, in fact, work.

via Google Takes Its Tracking Into The Real World | Digiday.