Thursday, May 6, 2021

Apple’s major privacy change is here. What you need to know

iOS users should now explicitly allow users to track their behavior and sell their personal data, such as age, location, spending habits, and health information to advertisers. Although many apps have allowed people to manage or opt-out of it for years, it is usually buried deep in user settings and wordy privacy policies.

The new App Tracking Transparency feature, now available as a iOS 14.5 software update, Will enter a wave of privacy awareness, especially applications coming from permission requests never thought of by those who were tracking them.

Developers are now required to ask users via pop-up alerts whether they can “track your activity on other companies’ apps and websites.” Those who opt-out will see fewer personal advertisements. The app developer controls when the prompt appears. And once a user makes their choice, they can change their mind in the settings.

Although some data can help users map their runs, tag photos, or track locations, a store nearby may offer a discount, “Some apps have superfluous trackers,” Apple said Video posted on YouTube on Monday. “They collect thousands of pieces of information about you to create a digital profile that they sell to others. These third parties use your profile to target you with advertisements, and they use it to treat your behavior. And to predict and influence decisions. “

“This is happening without your knowledge or permission. Your information is for sale. You have become a product,” Apple said in the video.

Apple’s effort has shaken some businesses that rely on data tracking to target users with personalized advertising. Facebook ()American Plan), Which makes almost all of its revenue from advertising, warned investors in August that a change in Apple’s software could hurt its business if people began to opt out of tracking.

“Mike Audi, founder and CEO of TIKI, which allows users to see what data and how companies are tracking them” online. “The result is that brands that we really want to share with our data may no longer get the data they rely on to provide you with a seamless, highly-personalized customer experience.”

In December, Facebook removed ads The New York Times, Wall Street Journal and The Washington Post stated their objections to how the change would cause “catastrophic” losses to the millions of small businesses advertising on its platform, many of which are struggling with the epidemic. . It also held a press event to grope small businesses to protest against the change and launched a new hashtag to discuss it.
Apple Teased, Requirement at Apple’s Worldwide Developer Conference in June. The company has worked to position itself as a protector of consumer privacy, describing the changes as stemming from the notion that “privacy is a fundamental human right.”
Apple ()AAPL) The couple New labels Its app store in December described what kind of user data is collected and shared for each app, from financial and location information to browsing and purchasing history.

Impact on business

Data experts say that large companies such as Facebook and other well-known brands will have to work to navigate the changes, but this is small for mid-sized businesses that may not have fixed resources, such as a dedicated analytics team And engineers, who may struggle more to reach potential customers.

“Many small businesses take advantage of data sharing to target and measure ads on Facebook and Instagram,” said analyst Eric Schmidt, senior director at market research firm Gartner. “It is fair to say that the benefit of digital advertising to some of these businesses will be reduced.”

Facebook has tried to avoid the benefits of data collection before Apple’s privacy changes. In February, a blog post wrote, “After agreeing with these signals, Facebook does not collect new types of data. This means we can give people a better experience.”

During this, Google ()GOOG) Announced Changes in its advertising policies Ahead of Apple’s new feature earlier this year, given that it will no longer use certain identifiers for advertising – such as showing you an advertisement for a bike you’ve previously discovered. “We’re working hard to understand and follow Apple’s guidelines for all our apps in the App Store,” the company said at the time.
AirTag could give a good competition to Apple's growing lineup of small accessories
Different studies show When given the opportunity to sell or share their data, many people will adopt that route. But companies will be likely to adapt.

Daniel Barber, CEO of data management firm Datagril, said, “I believe businesses, especially Facebook, will emerge right after the app tracking transparent functionality roles.” “Change Spurs Innovation, and I hope Facebook, ad-tech companies, and any other businesses affected by it, find innovative new ways to communicate with their audiences.

He said that raising awareness about data privacy may put more pressure on government officials to develop a federal bill to protect user privacy.

Still, Apple’s iOS transformation marks the beginning of a more transparent future, as consumers will become more aware of how apps handle their data. Audi said, “The most exciting part is the expectation of users and they will demand more control over their data.” “The fastest way to get a company to bring about change is to harass its users.”


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