In June of 2020, Apple made an announcement at its annual Worldwide Developers Conference (WWDC) that sent shockwaves throughout digital advertising. With iOS 14, all app marketers would have to prompt their users and request consent to ad tracking, which Apple would enforce through its AppTrackingTransparency (ATT) framework. Since then, so much has happened, including multiple updates to Apple’s policy and enforcement delays; but as of now, Apple has finally released iOS 14.5 and thus, begins its enforcement. What is ATT and what does it mean for digital advertising? ATT is Apple’s mechanism to request user consent. Once prompted, users will either opt-in or opt-out of ad tracking.