When Apple started to enforce its Application Tracking Transparency (ATT) rules for iPhone in April 2021, no one knew how many users would share their IDFA device ID when given an explicit choice.  More than one year later, Pubmatic reports the rate is about 30% for iOS 14.5 and higher, compared with 55% for earlier iOS versions.  One secondary result is that impressions with IDFA present earn a cost per thousand (eCPM) that’s 2.7x higher than impressions without an IDFA.

CIAM (Customer Identity and Access Management) was once largely about managing employee access to company systems, but it’s increasingly applied to consumer log-ins and identities as well.  This creates an overlap with the identity management systems more traditionally used for customer data.  The expanded market helps to explain why private investor Thoma Bravo just paid $2.8 billion for CIAM vendor Ping Identity, a 60% premium of its most recent stock price and just under 10x revenue.

Unauthorized training data isn’t an existential threat to generative AI but it’s certainly a headache for users and developers alike.  Most developers are trying to exclude materials that creators have explicitly labeled as unauthorized and citing “fair use” as justification for copying everything else.  Getty Images has taken an opposite approach, building its gen AI tool only on materials that are explicitly licensed.  It’s possible that tracing the provenance of training data will become a standard, similar to how organic food producers trace the origins of their ingredients.