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iOS 14 brought several new privacy features, and there are more to come with App Tracking Transparency – which will allow users to not be tracked by apps. As the launch of this new option approached, Apple began rejecting apps that use third-party SDKs that collect user data without their consent.
Developers can implement certain SDKs that help them track users through a method called “device fingerprint,” which uses several attributes such as device model, IP address, and other data to identify a person on the Internet. Apps often use this data for in-depth analysis of their audience or to sell ads.
While user tracking isn’t entirely illegal, Apple wants to end apps that do so without explicit consent. As noted by the analyst Eric Seufert, the company now rejects all apps that use the Adjust SDK, which is one of those SDKs that provides device fingerprints.
There would be no problem for these developers if the Adjust SDK complied with Apple’s new privacy guidelines, but it doesn’t appear to be. Seufert detailed at 9to5Mac that SDK Adjust not only has the option for users not to be tracked, but also suggested alternatives for developers to continue tracking users once Apple turns on application tracking transparency.
With the transparency of app tracking, developers will no longer be able to track users on the web and other apps without first requesting permission. If the user decides not to be tracked, the app will not be able to collect the Advertising Identifier (IDFA) for that device. The feature is part of iOS 14.5, which is expected to release to all users this spring.
Changes to Apple’s privacy rules have already shaken up some big companies like Facebook, whose main revenue comes from advertising. More recently, former Facebook employees detailed how iOS 14’s new privacy features will affect the social network – and possibly other companies that collect this data.
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