If you’re sick of opaque ad tracking and don’t feel like you have a handle on it, a new iOS feature promises to give you back some control. With the release of Apple’s iOS 14.5 on Monday, all of your apps will have to ask in a pop-up: Do you want to allow this app to track your activity across other companies’ apps and websites? For once, your answer can be no.
A lot of the biggest data privacy crises of the past few years have come not from breaches but from all the opaque policies around how companies share user data and track those users across services for targeted advertising. Marketers assign your device an ID and then monitor your web and in-app behavior across different platforms to generate composite profiles of demographic information, purchasing habits, and life events. Apple has already taken a strong stand to disrupt ad tracking in its Safari browser; this iOS update brings the showdown to mobile. But while the step may seem like a no-brainer to iOS users, it’s been deeply controversial with companies built on ad revenue, including and especially Facebook.
From The NY Times:
“This is a huge step in the right direction, if only because it’s making Facebook sweat,” said Gennie Gebhart, a director at the Electronic Frontier Foundation, a digital rights nonprofit.
But, she added, “One big question is, will it work?”
Ms. Gebhart and other privacy experts said Apple’s new feature might not be enough to put an end to shady tracking on iPhones. It could simply push developers and ad-technology firms to find loopholes so they can continue tracking people in different ways, she and others said.
Ad-tech companies already have many ways to follow us beyond Apple’s device identifier. For example, advertisers can use a method called fingerprinting. This involves looking at seemingly innocuous characteristics of your device — like the screen resolution, operating system version and model — and combining them to determine your identity and track you across different apps.