{"id":215,"count":0,"description":"","link":"https:\/\/tenjin.com\/pt\/glossary\/limit-ad-tracking-lat\/","name":"Limitar o rastreio de an\u00fancios (LAT)","slug":"limit-ad-tracking-lat","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b>\r\n\r\n<span style=\"font-weight: 400\">LAT (Limit Ad Tracking) is a privacy feature that was available on iOS devices, allowing users to opt out of personalized advertising by turning their IDFA (Identifier for Advertisers) into a string of zeros, making them unidentifiable to advertisers.<\/span>\r\n\r\n<\/div>\r\n<h2><\/h2>\r\n<h2><strong>What is Limit Ad Tracking?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Limit Ad Tracking was Apple's original solution for users who wanted more control over how their data was used for advertising purposes. When a user switched LAT on through their iOS settings, their IDFA, the unique identifier that advertisers use to target and track individual devices, was replaced with a string of zeros across every app on that device.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The result is that the user becomes effectively anonymous to advertisers. They still see ads, but those ads are no longer personalized based on their behavior, interests, or browsing history.<\/span>\r\n\r\n<span style=\"font-weight: 400\">To use a simple example: a user who regularly searches for running shoes and fitness content would normally see ads for athletic gear. With LAT enabled, that behavioral data is no longer accessible, and the ads they see become generic rather than targeted.<\/span>\r\n<h2><strong>How Does Limit Ad Tracking Work?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">When LAT is switched on, every app on the device sees the same thing where the IDFA used to be: a string of zeros. This means:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Advertisers cannot identify or track the individual user across apps<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Retargeting and personalized ad campaigns cannot reach that user<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Attribution becomes significantly harder for mobile marketers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The user continues to see ads, just not personalized ones<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">It is worth emphasizing that LAT does not block ads. Users with LAT enabled still see the same volume of advertising. The difference is that those ads are no longer relevant to their interests or behavior, which tends to make for a worse ad experience for the user and less efficient spend for the advertiser.<\/span>\r\n<h2><strong>LAT vs. ATT: What Is the Difference?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">With the release of iOS 14.5, Apple replaced LAT with ATT (App Tracking Transparency), a more comprehensive and app-specific approach to ad tracking consent. Here is how the two compare:<\/span>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><\/td>\r\n<td><b>LAT<\/b><\/td>\r\n<td><b>ATT<\/b><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>How it is enabled<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">Through iOS settings only<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Shown as an in-app prompt when a user opens an app, also available via iOS settings<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>iOS version<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">iOS 10 through iOS 14.4<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">iOS 14.5 and above<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>How it works with IDFA<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">Turns IDFA into zeros for all apps on the device<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Turns IDFA into zeros only for apps where the user opts out<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>Default state<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">Disabled by default, IDFA accessible unless user switches it on<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Enabled by default, IDFA not available unless user opts in per app<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<span style=\"font-weight: 400\">The key distinction is scope. LAT was a blanket, all-or-nothing setting. ATT gives users more granular control, allowing them to choose which apps can and cannot access their IDFA on an individual basis.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Think of ATT as a more refined version of the same idea, one that puts more power in the user's hands while giving developers a structured way to request tracking permission directly within their app.<\/span>\r\n<h2><strong>Is There a Limit Ad Tracking Option on Android?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Android has its own equivalent to LAT, though it works a little differently depending on the version.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Starting with Android 12, users have the option to delete their Advertising ID entirely, which functions similarly to LAT by removing the identifier advertisers rely on for targeting and attribution.<\/span>\r\n\r\n<span style=\"font-weight: 400\">On earlier versions of Android, users had two options:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>Reset the Advertising ID<\/b><span style=\"font-weight: 400\">: Generates a new ID, breaking continuity with previous tracking data<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Opt out of ad personalization<\/b><span style=\"font-weight: 400\">: Sends an additional flag to apps indicating the user's preference, but the Advertising ID itself remains technically accessible<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Neither of these options is as clean or comprehensive as Apple's ATT framework, but they reflect the broader industry shift toward giving users more visibility and control over their advertising data.<\/span>\r\n<h2><strong>Why LAT Matters for Mobile Marketers<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Even though LAT has been replaced by ATT on current iOS versions, understanding it remains relevant for a few reasons:<\/span>\r\n<h4><b>It Shaped the Privacy Landscape We Operate in Today<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">LAT was an early signal of where mobile privacy was heading. The challenges it created for attribution and targeting foreshadowed the much larger impact of ATT and the ongoing shift away from user-level data.<\/span>\r\n<h4><b>Legacy Data Still Exists<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">If you are analyzing historical campaign data from before iOS 14.5, LAT users will appear in that data. Understanding how they were classified helps you interpret older cohorts accurately.<\/span>\r\n<h4><b>The Core Concept Still Applies<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Whether it is LAT, ATT, or Android's ad personalization settings, the underlying dynamic is the same. Users can limit ad tracking, and when they do, attribution becomes harder and personalization becomes impossible. Building measurement strategies that account for this is a core part of modern mobile marketing.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/app-tracking-transparency-att\/\">App Tracking Transparency (ATT)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/advertising-id\/\">Advertising ID (IDFA and GAID)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/skad-network\/\">SKAdNetwork<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/mobile-marketing-metrics\/\">Mobile Marketing Metrics<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/mobile-measurement-partner-mmp\/\">Mobile Measurement Partner (MMP)<\/a><\/li>\r\n<\/ul>\r\n&nbsp;\r\n\r\n<!-- \/wp:list-item -->\r\n\r\n<!-- \/wp:list -->"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LAT (Limit Ad Tracking): Definition and Effects on Apps | Tenjin Glossary<\/title>\n<meta name=\"description\" content=\"Learn what Limit Ad Tracking (LAT) was an iOS privacy feature that replaced a user&#039;s IDFA with zeros to prevent personalized advertising. 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When a user switched LAT on through their iOS settings, their IDFA, the unique identifier that advertisers use to target and track individual devices, was replaced with a string of zeros across every app on that device.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The result is that the user becomes effectively anonymous to advertisers. They still see ads, but those ads are no longer personalized based on their behavior, interests, or browsing history.<\/span>\r\n\r\n<span style=\"font-weight: 400\">To use a simple example: a user who regularly searches for running shoes and fitness content would normally see ads for athletic gear. With LAT enabled, that behavioral data is no longer accessible, and the ads they see become generic rather than targeted.<\/span>\r\n<h2><strong>How Does Limit Ad Tracking Work?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">When LAT is switched on, every app on the device sees the same thing where the IDFA used to be: a string of zeros. This means:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Advertisers cannot identify or track the individual user across apps<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Retargeting and personalized ad campaigns cannot reach that user<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Attribution becomes significantly harder for mobile marketers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The user continues to see ads, just not personalized ones<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">It is worth emphasizing that LAT does not block ads. Users with LAT enabled still see the same volume of advertising. The difference is that those ads are no longer relevant to their interests or behavior, which tends to make for a worse ad experience for the user and less efficient spend for the advertiser.<\/span>\r\n<h2><strong>LAT vs. ATT: What Is the Difference?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">With the release of iOS 14.5, Apple replaced LAT with ATT (App Tracking Transparency), a more comprehensive and app-specific approach to ad tracking consent. Here is how the two compare:<\/span>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><\/td>\r\n<td><b>LAT<\/b><\/td>\r\n<td><b>ATT<\/b><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>How it is enabled<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">Through iOS settings only<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Shown as an in-app prompt when a user opens an app, also available via iOS settings<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>iOS version<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">iOS 10 through iOS 14.4<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">iOS 14.5 and above<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>How it works with IDFA<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">Turns IDFA into zeros for all apps on the device<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Turns IDFA into zeros only for apps where the user opts out<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><b>Default state<\/b><\/td>\r\n<td><span style=\"font-weight: 400\">Disabled by default, IDFA accessible unless user switches it on<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Enabled by default, IDFA not available unless user opts in per app<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<span style=\"font-weight: 400\">The key distinction is scope. LAT was a blanket, all-or-nothing setting. ATT gives users more granular control, allowing them to choose which apps can and cannot access their IDFA on an individual basis.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Think of ATT as a more refined version of the same idea, one that puts more power in the user's hands while giving developers a structured way to request tracking permission directly within their app.<\/span>\r\n<h2><strong>Is There a Limit Ad Tracking Option on Android?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Android has its own equivalent to LAT, though it works a little differently depending on the version.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Starting with Android 12, users have the option to delete their Advertising ID entirely, which functions similarly to LAT by removing the identifier advertisers rely on for targeting and attribution.<\/span>\r\n\r\n<span style=\"font-weight: 400\">On earlier versions of Android, users had two options:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>Reset the Advertising ID<\/b><span style=\"font-weight: 400\">: Generates a new ID, breaking continuity with previous tracking data<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Opt out of ad personalization<\/b><span style=\"font-weight: 400\">: Sends an additional flag to apps indicating the user's preference, but the Advertising ID itself remains technically accessible<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Neither of these options is as clean or comprehensive as Apple's ATT framework, but they reflect the broader industry shift toward giving users more visibility and control over their advertising data.<\/span>\r\n<h2><strong>Why LAT Matters for Mobile Marketers<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Even though LAT has been replaced by ATT on current iOS versions, understanding it remains relevant for a few reasons:<\/span>\r\n<h4><b>It Shaped the Privacy Landscape We Operate in Today<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">LAT was an early signal of where mobile privacy was heading. The challenges it created for attribution and targeting foreshadowed the much larger impact of ATT and the ongoing shift away from user-level data.<\/span>\r\n<h4><b>Legacy Data Still Exists<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">If you are analyzing historical campaign data from before iOS 14.5, LAT users will appear in that data. Understanding how they were classified helps you interpret older cohorts accurately.<\/span>\r\n<h4><b>The Core Concept Still Applies<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Whether it is LAT, ATT, or Android's ad personalization settings, the underlying dynamic is the same. Users can limit ad tracking, and when they do, attribution becomes harder and personalization becomes impossible. Building measurement strategies that account for this is a core part of modern mobile marketing.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/app-tracking-transparency-att\/\">App Tracking Transparency (ATT)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/advertising-id\/\">Advertising ID (IDFA and GAID)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/skad-network\/\">SKAdNetwork<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/mobile-marketing-metrics\/\">Mobile Marketing Metrics<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/mobile-measurement-partner-mmp\/\">Mobile Measurement Partner (MMP)<\/a><\/li>\r\n<\/ul>\r\n&nbsp;\r\n\r\n<!-- \/wp:list-item -->\r\n\r\n<!-- \/wp:list -->","_links":{"self":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/glossaries\/215","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/pt\/wp-json\/wp\/v2\/docs?glossaries=215"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}