iOS 14 will allow users to disable app-by-app ad tracking
At Apple's annual Worldwide Developers Conference, iOS 14 was announced alongside a slew of new features and updates for the company's most used operating system. As usual, one of the most emphasized areas in the update was privacy.
iOS users that update to the upcoming version 14 release will have more granular control over advertisement tracking on a per app basis. This control over opting out of Identifier for Advertisers (IDFA) is unprecedented. Despite how the IDFA number is tied to a device ID in order to not contain any personally identifiable information, it has the potential to be used to track web traffic on your device.
Starting with iOS 14, any app must ask you for permission to perform cross-site ad tracking. This will show up as a notification bubble similar to the one that notifies you of when an app is requesting location data. You are given the option to allow this or to submit a "not to track" request.
iOS 14 is expected to release this September. As of this post, Google has yet to announce equivalent app-by-app control over ad tracking for future Android updates.