iOS 14.5: ad tracking overwhelmingly rejected by users

With the iOS 14.5 update, iPhone and iPad apps must now ask users for permission before tracking their movements online. According to an analysis by Flurry Analytics, only around 5% of daily users in the United States of iOS 14.5 have given their consent so far. The percentage globally is much higher with an average of 12%.

Flurry Analytics, owned by Verizon Media, is used in more than one million mobile applications on two billion devices. The company collects and updates information on tracking app acceptance rates on a daily basis by examining the approximately 2.5 million daily active mobile users who have installed the iOS 14.5 update.

Facebook sees its economic model threatened

The new app transparency feature in iOS 14.5 aims to preserve privacy by giving the option to turn off ad tracking. Unless you give an app explicit permission (including those created by Apple), that app cannot use your data for targeted advertising, share your location data with advertisers, or share your ID. advertising or any other identifier with third parties.

This change, first unveiled at Apple’s Worldwide Developers Conference in June 2020, was hailed by privacy advocates but criticized by other players like Facebook who see it as a threat to its business model.

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Article from adapted by CNETFrance

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