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Apple warns it will remove apps that track users without permission
Starting next year, Apple will remove apps from its store that track users without prior authorization, a move aimed at boosting privacy for iPhone users, but likely to hit the ad industry.
Marcio Jose Sanchez / AP
To customize targeted advertising and measure its effectiveness, app developers and other industry participants now often use the Advertiser Identifier (IDFA), or a string of letters and numbers that are different on every Apple device. With an iPhone operating system update expected early next year, app makers will be forced to request permission to access a user’s IDFA via a pop-up window. A significant proportion of people are likely to opt out, which will reduce the effectiveness and profitability of targeted advertising. This change takes advantage of the privacy setting, which was previously hidden in the settings, and brings it to the fore when users open each such application.
Craig Federighi, Apple’s senior vice president of software development, said Tuesday that non-compliant apps, which Apple calls App Tracking Transparency (ATT), can be removed from the App Store, which is the only official installation method. software on iPhone.
The move pits app developers who make money from targeted ads against Apple, which is increasingly building privacy features into its products to make them more compelling. Critics of the new approach include Facebook, which believes the change could cut revenue by 50% in one of its advertising streams.
“Some in the advertising industry are discouraging this by arguing that ATT will cause serious harm to companies that generate revenue from advertising, but we expect the industry to adapt, as it did when we implemented Intelligent Tracking Protection, delivering effective ads without intrusive tracking.” – said Mr Federighi in a speech at the European Conference on Privacy.
Some of the tracking examples that app creators will need to get user permission for include:
- display targeted ads in apps based on user data collected from apps and websites owned by other companies;
- sharing device location data or mailing lists with a data broker;
- transmitting a list of email addresses, advertising or other identifiers to a third-party ad network that uses this information to target advertisements in third-party apps or to find similar users.
“Early next year, we will begin requiring all applications that use these practices to obtain explicit permission from their users, and developer applications that do not comply with this standard may be removed from the App Store,” added Craig Federighi. Apple hasn’t publicly announced when ATT will take effect.