IDFA, or Identifier for Advertisers, is a unique, random device identifier that is assigned by Apple Inc. to a user’s Apple device for tracking and targeting advertisements. Marketers use the IDFA to track and measure advertising campaign performance. So that they can deliver personalized ads while respecting user privacy settings.

Due to increasing privacy regulations, data-driven marketing strategies now rely on aggregated insights.  As access to IDFA becomes more restricted and secure.