But it does seem to be a relaxation of previously stricter rules. Some people don’t believe this represents any change in policy. somewhat surprising given how much Apple has invested in marketing itself as a consumer-privacy centric company of late. Greg Sterling, vice-president of market insights, Uberall The Drum surveyed a handful of media, tech and data privacy experts on what the news means. The news comes barely over a month after a Snap investor sued the social media platform in Los Angeles federal court for allegedly downplaying the impact that Apple’s privacy changes would have on ad revenue. The Financial Times said: “The risk is that by allowing user-level data to be used by opaque third parties so long as they promise not to abuse it, Apple is in effect trusting the very same groups that chief executive Tim Cook has lambasted as ‘hucksters just looking to make a quick buck.’” Apple has not clarified its position on the matter and did not respond for a request for comment. It seems Meta, Snap and others are arguing that this cohort-focused approach is allowed under Apple’s privacy rules but for those interpreting the rules more stringently, it would seem this behavior constitutes a violation. Using this method, targeted advertising is enabled based on groups that share similar traits or patterns of behavior. Representatives from these companies pointed to Apple’s directive that developers “may not derive data from a device for the purpose of uniquely identifying it” – a statement that leaves room for approaches by which developers derive data from a given device at a group level. However, the new Financial Times report asserts that “in an unacknowledged shift” Apple is allowing some companies to “follow a much looser interpretation of its controversial privacy policy.” A handful of big tech developers from Meta and Snap claim they are still able to obtain user-level signals from iPhones – so long as that data is anonymized and aggregated so that it cannot be connected to an individual user. Then in June it launched a new suite of user privacy protections as part of its iOS 15 update, including Private Relay, a built-in VPN for elevated email privacy. The company has been outspoken about its mission to further prioritize users’ data privacy amid growing pressure on lawmakers and tech players to crack down on advertiser and developer ‘tracking.’ In May the company even released a flashy ad highlighting the intrusive nature of app tracking. More control over iPhone privacy is a win-win, as long as you are careful to ensure you say no to Apple’s own data collection too.Apple’s data privacy-focused AppTrackingTransparency (ATT) framework, which rolled out in April, enables mobile users to bar apps from tracking their activity across the web and collecting user-level information on them. They are saying no to it, and rightly so. People are starting to care about their privacy, and they are becoming more aware of the data tracking performed by the likes of Facebook. Sir Nick Clegg, head of global affairs at Meta (the new name for Facebook’s parent) said this week at the Web Summit conference in Lisbon: “This is an old-fashioned commercial land grab where they are using their dominant position in one of the leading operating systems to tilt the scales in their favor.”Įven if this is true, Apple’s iPhone privacy features are a good thing. The social network has warned about the impact to its revenue-although it’s not had too much affect yet-and the company has spoken out about how it thinks Apple is trying to boost its own business. Yet the new feature has got Facebook riled up. But it has emerged that you can still be tracked in other ways, so the iPhone privacy feature isn’t a catch all for tracking on your iPhone. And there’s no doubt about it-Apple’s ATT is certainly proving to be popular, and with people caring more about privacy it’s not surprising that many are opting out of being tracked across apps and services. Companies need to find a new ethical way of targeting customers without being obtrusive in their approach.” Apple vs Facebook over iPhone privacyįacebook has already talked about how ATT has affected its ability to measure ad campaigns. “Just because it is more difficult to put a figure on our sensitive information doesn’t make it any less important. While Apple has taken a hard line to stop tracking, he points out: “There is an inevitable cost associated with this, but what has the cost been to our private data? The ease in which companies such as Facebook have been able to specifically target users “would shock most people,” says Jake Moore, cybersecurity specialist at ESET. asking for explicit permission-will cost social media firms $10 billion in lost revenue during the second half of this year. Apple’s App Tracking Transparency features-which cut down the ability to track you on your iPhone by.
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