Apple and the ad industry are once again in conflict, as ad associations object to the way iOS 14 seeks user permission for tracking.
It’s not the first time this has happened – Apple’s adoption of Intelligent Tracking Prevention led to criticism by the ad industry back in 2018 …
Background
Advertisers like to measure the effectiveness of their ads by working out how many people who purchase a product have seen an online ad for it. To do this, a cookie is dropped on the user’s device when they see an ad, and the website where the purchase is made can check for the presence of that cookie.
Conversely, if you visit a website about (eg) drones, the site can drop a cookie, and ad networks like those run by Google and Facebook can check for that cookie and then serve you ads for drones. This is why you often see ads relating to topics you’ve recently been researching.
This type of tailored advertising is more likely to be effective, so ad networks can charge more for displaying personalized ads.
Advertisers don’t know who you are – they don’t know the identity of the person who saw the ad or visited the website – they just know that the same person (actually, device) did both.
iOS 14 approach to seeking permission for tracking
In iOS 14, if an app wants to show tailored ads, it must display a popup asking permission from the user.
Reuters reports that the complaint stems from Apple not adopting a permission standard required by law in Europe. This means that apps with European users will need to seek the same permission twice, once with a GDPR-compliant request, and again with Apple’s request. Advertisers fear this will make it seem a bigger deal than it is, and lead to more users refusing permission.
Apple rejects the criticism because it already offers a tool to help advertisers measure effectiveness.
Facebook and Google are the largest among thousands of companies that track online consumers to pick up on their habits and interests and serve them relevant ads.
Attitudes to personalized ads vary, some preferring relevant ads to generic ones, while others object to what they consider a privacy breach.
“Because it’s engineered to not track users, there’s no need to request permission to track,” Brandon Van Ryswyk, an Apple privacy engineer, said in a video session explaining the measurement tool to developers.
I’ve argued in the past that online advertising is a hot mess, and that we really need agreed standards laid down in law.
Part of this would involve giving websites greater control over the ads inserted by ad networks like Google. Currently, for example, you will occasionally see scam ads on sites like ours because they make it through Google’s checks. We can only block them reactively, when we spot them or a reader reports them. Legal controls would make them far less likely to make it into an ad network in the first place.
With ad standards legislation in place, we can finally get rid of the most obnoxious forms of advertising, and put an end to the war of escalation between ever-more aggressive brands and ever more fed-up consumers.
