Advertising associations criticize Apple’s move to give app users the option to decline ad tracking

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Advertising associations criticize Apple’s move to give app users the option to decline ad tracking

Last week we saw Apple revealed the features of the upcoming iOS 14 version that will require apps to show a pop-up screen before they enable a form of tracking commonly needed to show personalized ads. After looking at this reveal a group of European digital advertising associations on Friday criticized Apple Inc’s plans to require apps to seek additional permission from users before tracking them across other apps and websites.

According to Reuters, these 16 marketing associations in which some of them are backed by Alphabet’s Google and the social media giant Facebook, has slammed Apple for not adhering to an ad-industry system for seeking user consent under European privacy rules.

Also, you must know that Apple revealed that app developers would now need to provide more information about the data they collect on users, with Apple displaying a summary of how apps use data such as location or tracking information, at the well known World Wide Developers Conference (WWDC).

Every one of us knows Google and Facebook are the biggest contenders behind selecting and displaying ads on users’ systems. You must also know the companies select ads for a user by tracking their online activities to pick up on their habits and interests and serve them relevant ads.

Apple said that the new feature was introduced to provide users greater transparency over how their information is being used. But the group of European marketing firms, according to Reuters, said the pop-up warning and the limited ability to customize it still carries “a high risk of user refusal.”

According to Reuters, The Apple engineers said last week the company will bolster a free Apple-made tool that uses anonymous, aggregated data to measure whether advertising campaigns are working and that will not trigger the pop-up. “Because it’s engineered to not track users, there’s no need to request permission to track,” Brandon Van Ryswyk, an Apple privacy engineer, said in a video session explaining the measurement tool to developers.

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