On the web, there are third-party cookies that allow the activities of Internet users to be tracked on several sites. And on iOS, there is theIDFAor Identifier for Advertisers which allows you to display targeted advertising on applications.
And if the Cupertino company does not intend to delete this identifier, it nevertheless wants developers to ask for user consent before using it on their apps. With a new feature in iOS which should have been launched this year, developers will have to collect this consent before being able to use this identifier.
A measure that was postponed to 2021
For those who advocate for online privacy, this is good news. On the other hand, for companies that make money through targeted advertising, this could result in a loss of revenue.
And among the companies criticizing this Apple initiative is Facebook. However, despite the pressure, the Cupertino company does not intend to give up the matter. However, it decided to postpone the implementation of this rule until next year, in order to give developers more time to prepare.
Mozilla shows its support for Apple
WhileFacebook criticizes Apple's IDFA initiative, Mozilla shows its support for the Cupertino company. The foundation even published a page in which it explains:“IDFA allows advertisers to track the actions users take when using apps – much like a salesperson following you from store to store as you shop, recording every item you look at. »
In 2019, Mozilla asked Apple to better protect user privacy by automatically resetting the IDFA on the iPhone. But ultimately, the Cupertino company did better than that by requiring developers to obtain consent before using this identifier.
And currently, Mozilla seems to fear that Apple could backtrack, which prompted it to publish this support page
“So far, Apple has not backed down in the face of this backlash from Facebook and advertisers. But Apple has delayed implementing its privacy control features. We need to make sure the company stays strong and brings this enhanced privacy feature to iPhone users as soon as possible.", indicates the foundation.“This is where you come in: we need massive support for Apple's decision to strengthen its resolve to protect consumer privacy. »
In fact, the Mozilla page includes a form that Internet users can fill out to express their support for the Cupertino company's initiative. The foundation believes this new rule will be a huge win for iPhone users.
Mozilla cites a 2019 survey that reportedly indicated that half of iPhone users were unaware of IDFA and this data collection.
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By : Keleops AG
