Image: Omar Al-Ghossen.
On the web, users can refuse many tracking indicators, including prompts induced by the GDPR, ad and tracker blockers, or private browsing modes. However, this is far from being the case on mobile, and in particular on mobile applications.
Preserve user privacy
To reduce this gap, Apple believes that efforts like its Identifier for Advertisers (IDFA) can help advertisers while preserving user privacy.
“Identifiers like IDFA and email address help identify a specific device on a network. They also allow advertisers to create a detailed profile of your activity on different websites or apps, when they see your device ID and associate your activity with it, ”Apple explains in an updated version of its document“ A Day in the Life of your Data “.
“The Identifier for Advertisers (IDFA) is a user-controllable identifier assigned by iOS to each device. As a software identifier, and not linked to the hardware itself, it can be blocked for a particular application by the user via the “App Tracking Transparency” prompt. This option allows him to control the tracking based on his IDFA. “
Follow the example of web browsers
Two new pages have been added to the document in question. They relate to ad bidding and ad attribution, with Apple indicating that advertisers can track ad performance without tracking users. The mechanisms used for this are the SKAdNetwork and Private Click Measurement APIs.
Taking the example of how web browsers have limited trackers, Apple dismisses concerns that limiting trackers in apps will make app building less profitable. The brand believes that advertisers will have to respond by offering users a higher level of privacy and that app makers will still be able to earn revenue from them.
Apple warns it will remove apps from its App Store if a new tracking method is developed.