//With less data-based baggage, can Apple help protect privacy when it comes to advertising?

With less data-based baggage, can Apple help protect privacy when it comes to advertising?

 

 

A year ago, several major ad-tech trade groups accused Apple of "sabotaging" the economic fundamentals of the Internet after the tech giant cracked down on how businesses are following thanks to the cookie tracking policies of its Safari browser. The June 2017 change limited to 24 hours retargeting ads to enhance both customer experience and privacy. Groups such as the 4A, the American Advertising Federation, the Interactive Advertising Bureau and the Association of National Advertisers have urged Apple to reconsider its "opaque and arbitrary" standards.

The bad guys in advertising technology have taken people hostage, "said Tony Haile, former CEO of Chartbeat, whose startup, Scroll, charges readers a subscription price in exchange a format without advertising. "And Apple's answer was to throw a grenade into the room."

Last year, Apple, which declined to comment on this story, has become one of the most important promoters of user privacy. The company, now valued at more than $ 1 trillion, derives most of its revenue from non-advertising-related hardware and software, unlike Facebook, Google, and others that rely heavily on revenue. users. This gives the iPhone maker the freedom to make seemingly drastic decisions about user data that others might follow more slowly.

This month, for example, he deleted several apps from his App Store secretly collecting and selling user data, and next month all apps would be forced to sign in to their privacy policies, that detail exactly how the data is collected and used. In other words, Apple's freedom against the scourge of data allows it to zig while competing with its rivals.

"The truth is we could earn a ton of money if we controlled our client," Apple CEO Tim Cook said in an interview with MSNBC in late March. "We chose not to do that."

"The attack is based on the follow-up, but I consider this as a symptom, and the most visible activity of the evil, but in reality, this is only 39%. ;a."

Sam Tingleff, Vice President of Engineering for IAB Tech Lab

One of the first victims of Apple last fall was Criteo, one of the leading players in advertising technology. After Apple began blocking ubiquitous tracking, the retargeting company was forced to cut revenue forecasts for 2018 by a fifth, causing a 25% drop in its stock last December. Industry insiders have also stated to varying degrees that Apple makes retargeting more difficult.

Sam Tingleff, vice president of engineering at IAB Tech Lab, said that a large part of the industry it was already adapted to the movements of Apple. on iOS 12 this week. And although he understands the "whiplash" of years of misbehavior in the advertising technology sector, he said that Apple was somewhat "hypocritical" in changing its browser without making apps play according to the same rules.

"The attack is based on tracking, but I view this as a symptom and the most visible malevolent activity of the public, but in reality, it's only one, "Tingleff said.

Karsten Weide, an analyst at IDC, said the changes could help users know that Apple cares about privacy, but that it's probably not not totally altruistic – there is also a commercial reason. If Apple restricts the flow of mobile web data, it could redirect developers to spend more time on mobile apps, where the money is intended for Apple.

in the United States, the turnover will rise from $ 51 billion in 2018 to $ 61 billion in 2019, a stark contrast to mobile browsers, which will generate 5.8 billion dollars in 2018.

whims of Apple's signal changes. "Whenever they make a change, let's say they do not accept cookies or third party pixel data, these are changes that could impact on us," Carolyn said. Everson, marketing manager of Facebook.

Still, Apple is not totally opposed to all the data-derived commercials in . Earlier this year, it expanded an advertising test for Apple News publishers using Google's online advertising services.

Larry Downes, Project Manager, Georgetown Center for Business and Public Policy It can be difficult to define confidentiality, especially with respect to technology, where data is often collected and anonymized. He said that even the word itself is often "emotionally charged" (he also said that companies like Facebook and Google could probably learn something from Apple when it's up to date. is to have coherent marketing messages).

does not think that there is a problem of confidentiality, "he said. "I think there is a perception of a problem of confidentiality."