Procter & Gamble Co. participated in testing an advertising technique developed in China to collect iPhone data for targeted ads, a move meant to give companies a way around Apple Inc.’s new privacy tool, according to people familiar with the matter.
The move is part of a broader effort by the consumer goods giant to prepare for a time when new rules and consumer preferences limit the amount of data available to marketers. P&G – among the world’s largest advertisers, with brands such as Gillette razors and Charmin toilet paper – is the largest Western company involved in the effort, the people said.
The company has teamed up with dozens of Chinese trading groups and technology companies working with the state-sponsored China Advertising Association to develop the new technology, which will use technology called fingerprints of devices, the people said. Called CAID, the advertising method is tested through apps and collects iPhone user data to display targeted ads.
Apple is planning a software update in the coming weeks that will require app users to choose whether they want their activity tracked across other companies̵
“App Store Terms and Conditions apply equally to all developers worldwide, including Apple,” said a spokesman for Apple. “We strongly believe that users should be asked for permission before being tracked. Apps that turn out to disregard the user’s selection are rejected. ”