When Apple announced during the summer of 2020 the advent of their App Tracking Transparency framework requiring consent prior to the collection of IDFA, it created a ripple effet of fear amongst the digital advertising industry. Finally, ATT was launched in April of 2021. This presentation is initially about how an actor in the digital space, Customer Data Platform mParticle, prepared for the upcoming change, identified risk and obligations to then adapt its infrastructure and communicate about it with it's customers and partners. The second part of this presentation will open the debate about the overlap yet misalignment with current European based data protection laws such as ePrivacy and the GDPR to better grasp incentives by the different actors involved.