Airbridge
PricingCustomers
Log InGet Started Free
A

Airbridge AI

Ask anything about Airbridge

Responses are AI-generated and may not always be accurate.
Conversations may be recorded to improve answer quality.

Airbridge

Stop paying for ads that don't perform. Track ad performance to know exactly what's driving your ROI.

Plans

  • Compare All Plans
  • DeepLink
  • Core
  • Growth
  • Pricing

Features

  • Airbridge AI
  • Marketing Analytics
  • Fraud Protection
  • Web & App Attribution
  • ROAS Measurement
  • iOS & SKAN
  • Deep Linking
  • Data Export
  • Audience Manager

Resources

  • Blog
  • Case Studies
  • Glossary
  • Library
  • Academy
  • User Guide
  • Developer Guide

Company

  • About Us
  • Terms of Service
  • Electronic Payment Terms
  • Privacy Policy
  • Information Security
  • GDPR
  • Data Processing Addendum
  • System Status

© 2026 AB180 Inc. All rights reserved.

AB180 Inc. | Business Registration: 550-88-00196

Back to Glossary
L

Limit ad tracking (LAT)

Definition

Limit ad tracking (LAT) is a feature that allows users to choose not to receive personalized ads on iOS devices by opting out of having IDFA.

A
Airbridge
May 20, 2024·2 min read

Table of Contents

  • What is limit ad tracking?
  • Why is limit ad tracking important?

What is limit ad tracking?

Limit ad tracking (LAT) is a feature available on iOS devices that allows users to choose whether they would allow advertisers to receive the data generated from their activities and interests. This data is called IDFA (Identifier for Advertisers), and advertisers use it to create personalized ad campaigns. By turning on LAT, the user's device will not have IDFA and will no longer send user data to app developers, advertisers, and other third parties. As a result, the user who turned on LAT will no longer receive personalized ads.

Why is limit ad tracking important?

For users, LAT can be a method that can help to protect their privacy by preventing their data from being collected and shared without their knowledge or consent.

From the perspective of mobile marketers, LAT is an important feature to consider for several reasons.

  • It can affect the effectiveness of marketing campaigns: When users turn on LAT, their devices will no longer send information about their activities and interests, which means that marketers will have less data to use for targeting their ads, which may lower their campaigns’ effectiveness.
  • It can impact their ad revenues: If a significant number of users turn on LAT, it may reduce the number of targeted ads shown to them, leading to lower ad revenues for the marketers.
  • It can cause a loss of visibility in marketing data: LAT can prevent marketers from collecting data on users' activities and interests, making it more difficult for them to understand their target audience and improve their campaigns.

‍

Put these concepts into practice

See how Airbridge helps teams implement mobile attribution strategies at scale.

Related Glossary Terms

Expand your understanding with related concepts.

Get Started Free
View Case Studies

A/B Testing

A/B Testing, a cornerstone of performance marketing, is a methodical approach that compares two versions of a webpage or app to determine which one performs better.

Active User

An Active user refers to an individual who interacts with a digital product, such as a website, app, or online platform, within a specific timeframe.

Ad exchange

An ad exchange is a facilitator of buying and selling advertising inventory.

Ad inventory

Ad inventory is the available spaces for ads on a particular platform or medium.

Ad mediation

Ad mediation is a technology that allows multiple ad networks to be managed through a single SDK. Ad mediation platforms streamline the ad delivery process and maximize revenue, CPM, and fill rates for publishers.

Ad monetization

Ad monetization generates revenue from advertising on a website or mobile app.