Apple's latest iOS 14.5 release implements a new feature called App Tracking Transparency (ATT) which prompts users to either deny or allow an app's ability to track you across other apps.
Apple
For example, Facebook may track a user's activity across other applications via Apple's identifier for advertisers (IDFA), which assists advertising campaigns in targeting users with personalized ads.
So where's the controversy?
Where it hurts: Companies like Facebook will potentially lose out on ad revenue.
Where it helps: Users recover a little more control over their privacy.
If a service is a free, then you're the product.
