Google stops using Apple’s tool to track iPhone users, avoiding new pop-up warning

(Reuters) – Google’s iPhone apps like Maps and YouTube will stop using a tool from Apple Inc that allows them to personalize ads, avoiding a new Apple warning that informs users that their browsing is being tracked.

The announcement in a blog post published on Wednesday by the Alphabet Inc unit comes shortly before Apple began enforcing new tracking transparency rules.

For years, Apple has provided apps with a unique identifier, called IDFA, to help them link the same user across multiple programs. The code can be essential in determining who to show an ad to and whether it prompted them to make a purchase.

But Apple said that early this year, apps will need to show users a one-time pop-up message to get their consent to access their IDFA.

Facebook Inc and other app makers fear the warning could discourage users from signing up and cripple ad sales.

As users of Google’s apps are typically logged in, it has a tracking alternative to IDFA, and as such its core advertising activity would likely not be affected by Apple’s changes.

But he warned in his blog post that publishers and advertisers who rely on his mobile adware will see poorer results without access to IDFA.

Google said it was developing alternatives for customers, but those might not be ready immediately.

Google added that customers can use its software regardless of whether they display the pop-up and get the necessary consent, and it doesn’t make any recommendations on what to do.

Apple said apps that don’t use IDFA should still ask for user permission if they display and measure ads based on data acquired from other companies.

To comply, Google said its iPhone apps will stop using so-called third-party data to personalize ads.

Facebook said last month that it plans to display the pop-up to seek user consent.

“Apple has made it clear that if we do not use Apple’s prompt, they will block Facebook from the App Store, which would only further harm the people and businesses that depend on our services every month,” said he declared.