In June Apple announced that they're tightening the privacy screws in iOS 14 even more. Developers will need to call the App Tracking Transparency framework in order to get access to the user's IDFA (Identifier for Advertisers) to show targeted ads.
The user will be presented with a screen saying: ”The App would like permission to track you across apps and websites owned by other companies”. That verbiage sounds borderline childish in my ears. No one is going to tap ”Allow Tracking” :-)
I really like that Apple is taking privacy seriously, but I think this move is a bit too aggressive. Advertising is not inherently bad. A lot of high-quality free apps depend on ad revenue.
There should be a way in 2020 to have an anonymous identifier to help show targeted ads without disclosing any personal information.