In iOS 10, the ability to limit the display of targeted ads has been enhanced

About "iOS 10" Public Preview 2 was released on July 22, 2016 Apple released "The biggest update everI call it. In this iOS 10, it turned out that the function called "Limit Ad Tracking" in the privacy setting has been strengthened.

IOS 10 to Feature Stronger "Limit Ad Tracking" Control - Future of Privacy Forum
https://fpf.org/2016/08/02/ios-10-feature-stronger-limit-ad-tracking/

Apple has issued IDFA (advertisement identifier) ​​which serves as a cookie in the browser for each terminal, and the application developer issues targeted advertisement to each user by using IDFA sent from users It will be possible to display. This IDFA can be restricted by choosing "Restrict tracking type advertisement" from "Settings" → "Privacy" → "Advertisement" of the terminal, and it is also possible to reset "Advertising Identifier".


However, until iOS 9, even if "Restrict tracking advertisement" is turned on, instead of "the developer can not recognize the IDFA of the user", the user turns on "Restrict tracking advertisement" from the user to the developer It is said thatflagWas sent in the form. In other words, although developers can see the user's IDFA, they will not use it for "target" adsApple's Developer TermsThe behavior was only restricted according to. At this time, many ad networks handle this flag as a user request for opt-out from "behavior marketing" or "interest-based advertisement", advertisement targeting itself is not completely eliminated, and the advertisement network Where he continued target advertisement based on the user's whereabouts. Also, Apple can be used for "frequency limit caps", conversion metrics, measurement of unique users, discovery of security and fraud, and debugging even when "restrict tracking ads" is on I was doing.

However, iOS 10 has enhanced "tracking advertisement" function, and it is said that when the user turns on this function, an identifier such as "00000000 - 0000 - 0000 - 0000 - 000000000000" is sent about. Because unique identifiers are not sent to developers, users are tracked and changed to a mechanism that makes targeted ads less likely to be targeted. In addition, the use of IDFA under certain conditions permitted so far, such as forecast of the number of unique users, is also prohibited.

In addition, there are also an increasing number of users who start using the ad block application, and those who turn on "restrict tracking advertisements" among iPhone users are on a downward trend since the beginning of 2016, and as of August 2016 It is seen as about 17% of the total.

ByJapanexperterna.se