The Identifier for Advertisers, also known as IDFA, seems like an unlikely candidate for causing an apocalypse in mobile games, advertising, and the iPhone ecosystem. But the obscure tracking technology, which anonymously profiles a user, seems like Death riding in on a pale horse.
Starting in June, Apple caused a stir by saying it was effectively getting rid of the IDFA, making it harder for advertisers to target consumers with ads. Apple’s plan was to enhance privacy, but it caused a great stir among the likes of Facebook, mobile marketers, and their customers such as game developers. Apple did this without widespread consultation with the app and game industry.
By getting rid of the IDFA, Apple could make its platform more attractive to those who value privacy, consistent with the latest privacy-marketing ads for its iPhones and iPad. But the uproar from Apple’s partners forced Apple to delay its move
When Luciana Leite arrived in the Pantanal on 2 September, she thought she would be celebrating her wedding anniversary. Instead, the biologist and her husband spent their eight-day planned holiday aiding volunteers and firefighters struggling to extinguish the burning landscape.
A common destination for ecotourists, the Pantanal is the world’s largest tropical wetland, home to Indigenous peoples and a high concentration of rare or endangered species, such as jaguars and giant armadillos. Small fires occur every year in the region, which sprawls over parts of western Brazil and extends into Bolivia and Paraguay.
But 2020’s fires have been unprecedented in extent and duration, researchers say. So far, 22% of the vast floodplain—around 3.2 million hectares—has succumbed to the flames, according to Renata Libonati, a remote-sensing specialist at the Federal University of Rio de Janeiro, Brazil, whose data are being used by firefighters to plan containment. That’s more than twice the