What happened: Snap, parents of the Snapchat messaging app, explored ways to collect data from companies that analyze whether people have responded to ad campaigns, according to the FT report, which cited internal company documents.
Snap reportedly hoped to cross-reference the data with its own user database and then track users, in a technique known as “probabilistic matching.”
While Snap acknowledged that it had been running a probable matching program for several months to test the impact of Apple’s new policies, the company indicated that it planned to discontinue the program after Apple introduced the changes, according to the report.
See also: Snapchat parents to launch AR glasses and a drone, further hardware push: Report
Why it applies: Apple’s upcoming privacy changes will give users more privacy from mobile advertising, but are unpopular with app developers, many of whom are small businesses. The new feature will require apps to get permission from users before tracking them, according to Apple.
Five of China’s largest technology companies, including Baidu Inc. (NASDAQ: BIDU), Tencent Holdings Ltd. (OTC: TCEHY) and ByteDance is said to test or implement CAID, a system developed by the state-sponsored China Advertising Association, to identify and track users in the future. Other proposed solutions allegedly use a process known as fingerprinting.
Price action: Snap shares closed 4.2% higher Thursday at $ 54.49, while Apple shares closed 0.7% higher at $ 123.00.
Read next: Microsoft Tightening Tentacles Around Pentagon With $ 22B AR Headset Deal, says analyst
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