Apple drains Facebook and Google resources with “tracking protection” feature


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div>Tracking protection features pose indirect problems between major technology companies.

Apple earlier revealed features in the upcoming operating system for iPhone and iPad that require applications to display a pop-up screen before enabling one of the commonly required forms of tracking to display custom ads.

Sixteen marketing associations, some backed by Facebook and Google, criticized Apple for not adhering to the advertising industry system to obtain user approval under European privacy rules.

Associations said: The applications will now need to request permission twice, which increases the risk of users disapproving.

Facebook and Google are the largest of the thousands of companies that track consumers online to learn about their habits and interests and provide relevant ads to them.

The iPhone manufacturer said: The new feature aims to give users greater transparency about how their information is used.

And Apple showed in training sessions during its annual developer conference (WWDC 2020) that developers can present any number of additional screens previously to explain why permission is needed before running the popup.

The popup says: The app would like permission to track you through applications and websites owned by other companies, and the window gives the app developer several lines below the main text to explain the reason for requesting permission.

This window appears when the application seeks to access the digital ID that can be used for tracking, and applications need to obtain permission only once.

The European Marketing Group clarified that the emerging warning and the limited ability to customize it still carry a high risk of user refusal.
While Apple engineers said during the annual developer conference: The company will promote a free tool of its manufacture that uses anonymous data collection to measure the fact that the advertising campaigns are working, and will not lead to the emergence of a popup.

“There is no need to ask for tracking permission because the tool is designed not to track users,” Brandon Van Ryswyk, Apple’s privacy engineer, said in a video session explaining the measurement tool to developers.


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