In recent months, mobile developers and marketers have been in limbo. They don’t fully understand how Apple’s desire to oblige companies to request permission from users to collect personal data will turn out. As our Digiday colleagues found out, Apple recently shared additional information on the issue. Unfortunately, there was no good news.
What happened?
On September 25, without press releases and announcements, Apple updated the “User Privacy and Data Usage” page on its developer website. The “Frequently Asked Questions” section has appeared on the page.
What’s in it?
Eight questions and answers concerning the use of users’ personal data and how to request permission to use them.
What should I pay attention to?
Speakers who were interviewed by Digiday highlight the following points:
- in the event that a non-IDFA is used as an identifier (for example, a hashed email address or phone number), then you also need to get permission to receive them;
- when using a single sign-on system offered by third-party companies (for example, Facebook login), the developer will have to request permission from the user to track his data if the login is used for this;
- application developers are responsible for obtaining permissions from users for tracking from all built-in SDKs;
- developers cannot limit the functionality of the application in order to then encourage obtaining permission in exchange for unlocking it;
- also, developers are denied the ability to track users or devices by fingerprint and cellular signal.
What is the reaction to the event?
“The clarifications received as part of the FAQ show that the rules being introduced are much stricter than initially expected by industry participants. I think this will lead to the development of subscriptions and contextual targeting,” Rocco Strauss, an analyst at Arete Research, said in an interview with Digiday.
Blis Senior Technical Director Aaron McKee has a different forecast. He believes that Apple’s innovations in general, and not only in the context of new information, will destroy the ecosystem.
Over the years, the mobile application market has been built up, among other things, thanks to the ability to calculate and measure everything. The prohibition of such tools (the requirement to obtain tracking permits is equivalent to it, since in 90% of cases users refuse to share information) contradicts the very history of the market in recent years.
As for the alternative officially proposed by Apple, it, according to the same Aaron, does not yet allow working with data as subtly. It will take time for the industry to get used to it.
Also on the topic:
- Apple has postponed the introduction of a new IDFA policyFacebook: “We will not collect IDFA from our apps on iOS 14”
- How Apple’s new IDFA policy will affect the market: opinions of gaming companies
- Is there any news?
Share it with us, write to press@app2top.ru