Each time I think the IDFA Apocalypse must finally be almost spent, it manages to write another chapter for itself.

This week, along with fresh (but completely unsubstantiated, at this point) rumors of another ATT implementation delay, the new excitement comes courtesy of the China Advertising Association.

Here's the TL;DR: the China Advertising Association, a state-backed consortium representing most of the biggest names in Chinese tech, has been quietly testing a new standard called China Advertising ID (CAID). This would provide an identifier designed to essentially replace the IDFA, after Apple removes it in iOS 14.5.

While this seems like a clear no-go under Apple's App Tracking Transparency policy language, it would be very problematic for Apple to enforce a ban against many of the biggest apps in China en mass.

And that's where things get interesting

Alex Bauer


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