Apple made an announcement that it will ask apps to send a one-time pop-up message for permission from its users. After this announcement, Google said that it will now stop using the Apple tool in its apps like YouTube and Maps. It allows the users to personalise their advertisements.
The new Apple warning (pop up) tells its users when their browsing gets tracked. This announcement was made by the Alphabet unit in a Wednesday blog post. Apple has its own unique identifier named IDFA which it supplies to the apps. It is an essential code as it helps to track whom to send an advertisement.
But now according to its new tracking transparency rules it will ask for the consent of its users to get their IDFA through a one-time pop-up message as said by Apple early this year. This has become a concern for social media networks like Facebook as this new policy will discourage the online advertisement sales which will be great to loss to all such apps like Facebook.
Google has a tracking alternative to IDFA. Google’s apps are already logged in so its advertisement sales will not be much affected by the changes made by Apple. But advertisers and publishers depending on mobile advertisement will witness weaker results due to controlled or no IDFA access. The alternative for this is not yet ready by Google.
Even apps that do not use IDFA have to seek user permission before sending advertisements or accessing their browsing data as per the new policy by Apple. This did not sit well with Google who announced it will be not be using the Apple Tool anymore.