The AppsFlyer-Mobile Marketing Association (MMA) survey asked: 1) How aware marketers are of Apple’s Identifier for Advertising (IDFA) changes that will require apps to get consumer consent before transmitting data to third parties, and 2) how problematic those changes would be. While 37% reported not being familiar at all or not being very familiar with the changes prior to the survey; 56% of all thought the impact would be negative, but of those already familiar, 73% thought it would have a strong negative impact.