iOS 14.5 is perhaps the biggest change in the mobile ecosystem in a decade. 

While most iPhone owners might not see that much change, for the first time they are getting a choice about whether they allow adtech companies and brands to track them around the internet. For the first five years of mobile, anyone who wanted it got our hard-coded UDID, or universal device identifiers. After about 2010, anyone who wanted got our IDFAs, or identifiers for advertisers. There was an opt-out, but few saw it.

Now, we'll all be asked for permission to track, like GDPR cookie notifications on the web..

App Annie CEO Ted Krantz and I chat about what that means for apps, companies, and people.

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