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Wednesday, February 24, 2021

Google will not use Apple’s tool to track user browser activity anymore

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Google has announced that it will stop using a tool from Apple that allows them to personalise advertisements for its iPhone apps like Maps and YouTube. Thus avoiding Apple’s new warning mechanism that warns users about if their browsing is being tracked. The announcement was made via a blog post made by Alphabet, Google’s parent company, shortly before Apple is expected to enforce its new tracking transparency rules. Also Read – Redmi 9, Redmi Note 9 demand helped Xiaomi lead India’s smartphone shipments

Google will stop using Apple’s IDFA (Identifier for Advertisers) tool, that allowed it to link the same user across multiple programmes and thus help it in determining to whom to show an advertisement and tracking whether it prompted them to make a purchase. This has happened because of the fact that Apple had announced that it will require that apps show users a one-time pop-up message to gain their consent to access their IDFA. Also Read – Apple to boost iPhone production in India to reduce Chinese dependancy: Report

Google’s alternative

Google has a tracking mechanism set inside of its apps, which will serve as an alternative to IDFA. And due to most Google apps users being logged in, its core advertisement business would likely not be affected by the changes. However, other app makers like Facebook are concerned about the changes, as it may discourage users from opting in, thus bringing down their advertisement sales. Also Read – iPhone SE Plus leak paints it as an iPhone XR makeover with new pricing

Even though Google has an alternative, it does warn its publishers and advertisers in the blog post that they will experience weaker results without IDFA access.

Apart from its usual in-app tracker, Google has also announced that it is currently developing alternatives for clients, which will help them in improving the results. However, these might take some time and may not be ready immediately.

It added, that its clients can continue to use its software regardless of whether they show the pop-up and obtain the necessary consent, and it is not making any recommendations on what they should do.

To recall, Apple had earlier announced that even if apps are not using IDFA, they will still have to seek user permission if they show and measure advertisements based on data acquired from other companies. And to comply with this term Google has stated that it will stop using third-party data to personalise advertisements on iPhones. The company did not state if it will do the same for its Android apps.

Facebook on the other hand has agreed with Apple’s terms and will soon start showing users a display pop-up to seek their consent. It added, that if it does not use the prompt, Apple will block its apps from its App Store.

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