Google will soon stop using tracking codes in iOS apps
Google will soon stop using so-called tracking codes in iOS apps. This code maps the online behavior of iPhone owners in order to serve them personalized ads.
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iOS apps from Google will soon no longer use a tracking code
Google’s own iOS apps, such as Gmail and YouTube, will no longer use tracking codes. Every Apple user has such an identification number. By requesting that code, app developers and advertisers can see what you are doing on the internet. They then adjust their advertisements to your online behavior. If you regularly spend time on used car websites, you will also see a lot of advertisements.
With this measure, Google is circumventing Apple’s new policy. Soon app developers will have to explicitly request permission from iPhone owners to use the code. It is not yet clear when the policy will take effect. As soon as that happens, Google will no longer use the codes. The expectation is that most people will not give permission.
Without tracking codes, users will see random ads. These are usually less effective than the personalized version. Google therefore warns advertisers that their sales are likely to decline. It will also soon be more difficult to measure how well an advertising campaign works.
Apple is strongly committed to privacy
Apple has placed a lot of emphasis on privacy for years. With this new policy, the company goes even further than the European guidelines. Many other tech giants are not happy about that. By restricting this form of tracking in iOS 14, gathering valuable data becomes a lot more difficult. Facebook previously even stated that the new privacy feature in iOS 14 will have disastrous consequences for advertisers.
Incidentally, Google will not be completely in the dark. When users log in, the apps can still get a good picture of their online behavior. Apple also gives advertisers access to anonymous data. This allows them to see, for example, which search terms are popular at a particular time.
