Snapchat owner Snap has tested a solution on App Tracking Transparency using a technique that has a success rate of around 95% to identify individual users.
Snap says it will end the tests when the new privacy rule comes into force, but that it believes there are other steps it can take without breaking Apple’s rules …
Personal advertising is big business, as app and web users are more likely to respond to an ad for a product category that is known to interest them. For this reason, it is common for both websites and apps to track the websites users visit and display ads that are targeted to relevant products and product categories. For example, if you read a review of a new camera, you̵
Apple has so far allowed this, even going so far as to design a system known as the Identifier for Advertisingers (IDFA). This assigns a unique ID to each device across apps and websites without revealing the actual identity of the person. As we mentioned earlier, all of this is set to change.
Apple will take this privacy protection a step further by allowing Apple users to choose whether to choose to track app-by-app basis. Each app must display a popup seeking permission.
Apple originally planned to introduce the new system with the launch of iOS 14, but postponed it until “early spring” to give the advertising industry more time to prepare.
Advertisers fear that most users will refuse permission, and the industry has been busy finding solutions.
We learned last week that Chinese technology giants have aimed to replace IDFA with a Chinese version, CAID, which led Apple to emphasize that anti-tracking policies will be used globally.
In the US, a fingerprint of the SDK was banned by Apple, and the company began yesterday to reject apps that use it.
Snaps solution for transparency in app tracking
The Financial Times reports that Snap has tested a solution that uses the same approach as the banned SDK, known as “probabilistic matching.”
Snap has explored how it can circumvent new privacy rules for iPhones, in a move that could trigger Rose’s anger, according to several who are familiar with the situation […]
According to recent internal documents seen by the Financial Times, Snap wanted to collect data from companies that analyze whether people have responded to advertising campaigns, including aggregated IP addresses, the labels that identify devices connected to the Internet.
They hoped it could take this data and cross-reference it to the information they have about their own users to identify and track it, in a technique known as “probabilistic matching”, according to several people familiar with the plans.
Snap admitted FT that it has run the tests, but said it would stop doing so when the rules for tracking transparency for apps come into force in the coming weeks.
“We support and will follow Apple’s upcoming guidelines because we have always believed that advertising should respect consumer privacy,” said Snap.
However, the company said it was still working on “privacy-centric solutions”, and that while acknowledging that it could not track individual users, they believe the new rules still allow it to identify “cohorts” of users with similar interests. .
Apple is likely to disagree.
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