Companies are doing everything in their power to address demands for greater transparency, more privacy and increased control over their online lives. Apple's latest solution, the App Tracking Transparency framework, which requires mobile application developers to obtain opt-in consent before serving targeted advertising, is showing signs of success with users in its first month. Not only are app developers and advertisers dealing with user choice, but ATT compliance is also presenting some unique challenges. The IAPP spoke with a range of professionals about how ATT's rollout is being approached. In related news, Engadget reveals Google confirms it will follow its own rules "We'll be using these [Privacy Sandbox] APIs for our own ads and measurement products just like everyone else, and we will not build any backdoors for ourselves."