ATT will force mobile applications to ask users for their permission to track them. (Photo: 123RF)
The rag is burning between Apple and Facebook, the former intending to implement an update in early 2021 that bothers the latter and the publishers of applications in terms of targeted advertising.
The ATT (App Tracking Transparency) feature will force mobile apps to ask users for their permission to track them. It is this tracking that allows networks and applications to track people’s browsing in order to collect data and sell highly personalized advertising spaces to advertisers.
“Some companies who would rather ATT never see the light of day have said this feature will weigh on SMEs by restricting their options, but in reality the current race for personal information is mostly benefiting large companies with huge data stocks Writes Jane Horvath, Apple’s director of privacy.
His letter, dated Thursday, is addressed to several NGOs, including Ranking Digital Rights, Human Rights Watch and Amnesty International, which last month criticized Apple for delaying the establishment of ATT, originally scheduled for implementation. Apple mobile operating system update (iOS 14).
“We have delayed the release of ATT early next year to give developers time to adapt their systems,” recalls Jane Horvath. “But we remain determined to install it.”
“Tracking can be overwhelming, even unpleasant, and often takes place without the user’s knowledge or consent,” notes Jane Horvath.
“This letter is a diversion as Apple is accused of monitoring the private data of its users on their personal computers,” Facebook replied in a statement sent to AFP on Friday. The latest Mac update revealed a security feature deemed too intrusive by online security specialists, which Apple has since pledged to make optional.
“The truth is, Apple has extended its business to advertising and, through its upcoming changes in iOS 14, is trying to move away from free internet for an ecosystem of paid apps and services that they profit from. “, Continued this spokesperson for the social network.
At the end of August, Facebook protested against this rule change, which will limit its ability and those of third-party application developers to target iPhone users with advertisements.
The social network had indicated to have measured in simulations “more than 50% of loss of income when the personalization of advertising campaigns on mobile is withdrawn”.
Apple’s mobile advertising identifier, named IDFA, is now at the heart of a battle between advertisers and privacy advocates, reminiscent of cookies on the web.
The Austrian NGO NOYB, which believes that Apple’s modification does not go far enough, announced on Monday that it is filing complaints against the company in Germany and Spain for having so far used this code without the knowledge of users or without their consent.
Conversely, several marketing professionals have filed a complaint in France, asking the Competition Authority for “provisional measures” to prevent Apple from causing “serious damage to the mobile advertising sector” with its update. .