Last updated 14th June 2021
IMPORTANT CHANGES TO APPLE ANDROID
Starting on Apple 2021 Apple will require apps running on its devices to get consumer permission before tracking their activity on other apps and websites. The company has already outlawed the use of unauthorized third-party cookies on its Safari web browser. Now, that prohibition is coming to apps. Google, meanwhile, is inventing a cookie alternative, rather than crushing it. Google’s feature will let marketers continue to target desired buckets of consumers, just no longer using an individual’s web history. In theory, this will make it more difficult to mesh ad-tracking with information collected from data brokers and other providers, which has let marketers target consumers based on age, race, and gender. Both companies are justifying their moves as improving privacy. Google, though, has pitched its effort as a balancing act between privacy and the survival of web publishing, which relies on ads.
2. How will Apple’s change work?
Ever use an app and see a screen pop up asking to use your phone’s microphone or camera? Apple’s change will work like that. Apps that want to track for advertising on iPhones and iPads will have to prompt users to opt-in. Apple calls this App Tracking Transparency, or ATT. And it bans app makers from gunning for potential installers or lapsed users with data from other apps, such as purchase history and app-usage patterns. For many months, Apple has signaled this was coming, but still, many app businesses are terrified of the financial damage. Presumably, many people won’t opt into being tracked, which will render ad campaigns less effective and potentially harder to measure. One game developer called Apple’s new rule an “atomic bomb.” Apple says consumers should decide how their data are used. The company also thinks “the industry will adapt” to its ATT standard, Craig Federighi, Apple’s software chief, told European regulators.
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