Tag: IDFA

Apple’s iOS 14.5 update

31. May 2021

At the end of April, the new iOS update 14.5 was released. With the update comes the new App Tracing Transperency (ATT) feature.

The changes are intended to reduce unauthorized tracking and increase user awareness of digital privacy rights. With the new feature, users will receive push notifications asking for permission for the identifier for advertisers (IDFA) and thus for activity tracking. App developers have been able to use the identifier (IDFA) and other information to create detailed tracks of how users use their devices, including in other apps and on the web. Users must now actively give permission for apps to track their activities and sell their personal data, which includes information such as age, location, spending habits and health information to advertisers.  As a result, apps can no longer track behavior across other apps installed on the device without permission. However, activity within an app can still be performed without authorization. The new feature can be enabled or disabled via “Settings” since the update. If apps do not meet the new transparency standards, they will be removed from the App Store, according to Apple.

Apple celebrates the new features as a success for data protection. Criticism from app operators, which are mainly funded by advertising revenue, followed immediately. Assuming that many users will not consent to tracking, they accuse Apple of making it difficult for companies to continue their targeted advertising. Small companies in particular would be affected. But Internet giants like Facebook will also suffer significant losses without personalized advertising.

However, what can be seen as a step in the right direction in terms of data protection, also raises antitrust concerns. This is because Apple does not use the new privacy features for its own apps, but only for third-party apps. German business groups already filed an antitrust complaint against Apple.

Category: General
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