Apple’s anti-tracking feature is looming. But whether it will help or hinder ad dollars flowing into Apple depends on who you ask.

There’s a general consensus that costs will go up once fewer companies are able to use Apple’s mobile Identifiers for Advertisers mobile identifier to track people. The harder it gets to track people the more it costs to see who clicks on what ad and whether doing so leads to an app being installed or some other lower-funnel action. But beyond this very basic outline of the future, no one knows what to expect. 

Read our CEO, Yaron Nahari’s insights into Apple’s privacy changes and how we are Partnering with Transparency.