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Apple's ad business sees windfall; is accused of breaking its own privacy rules

9to5mac.com
3 min read
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Apple's ad business has grown dramatically since the company's App Tracking Transparency rules came into effect, says a new report ...
Apple's ad business has grown dramatically since the company's App Tracking Transparency rules came into effect, says a new report.

The rules made it more difficult to target specific interest groups through third-party ad networks like those owned by Google and Facebook, making Apple's own ad business far more valuable. But some suggest this is because the iPhone maker breaks its own privacy rules …

Background

As we've explained before, Apple first created a unique device identifier for use by advertisers, then later introduced App Tracking Transparency rules, which required developers to seek user permission to take advantage of it.

App Tracking works by Apple assigning a unique identifier to your device. It doesn't reveal any details about you, but does allow them to see (for example) that iOS user 30255BCE-4CDA-4F62-91DC-4758FDFF8512 has visited gadget websites, and therefore would be a good target for gadget ads. It also allows them to see that iOS user 30255BCE-4CDA-4F62-91DC-4758FDFF8512 was shown an ad for a particular product on a particular website, then subsequently went to a particular retailer site to buy it – therefore that ad was (likely) successful. With App Tracking Transparency, app developers must ask you if you want to allow that tracking. If you say no (as most people do), then the apps are not allowed to use…
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